In Uganda, a communications campaign promoting clean cooking was launched under the brand “FumbAlive”, which is a combination of the Lugandan word for cooking (“okufumba”) and the word “live”. The campaign’s tagline, “Cooking just got better,” tapped into the emotional insights revealed in the consumer research, showing that the target audience wanted the best for their families and aspired to a better way of life.
The Fumbalive message was disseminated in seven languages through various communication channels, including radio, video, social media, outdoor media (branded wall signs), road shows and market events, and door-to-door outreach in select communities. Radio, as the primary means of mass media communication in Uganda, was selected to reach a wide audience and employed the use of short, dramatic spots broadcasted on 13 different radio stations. The campaign also held live events in the form of “road shows” which employed a team of entertainers traveling on a Fumbalive branded truck. The road shows were paired with market events, where manufacturers demonstrated and sold stoves.
- Elizabeth Aloyo
- Theresa Achieng, Clean Cookstove Retailer