NARO in collaboration with other partners is implementing a five-year project to promote access and utilization of climate-smart and nutritious crops in the Karamoja sub-region region. Among them are Iron-Rich Beans (IRB). However, along the way, it was realized that uptake and home consumption of Iron-Rich Beans in the region is low due to known reasons. This also comes at a time when over 91600 children and 9500 women of reproductive age are acutely malnourished and in need of urgent attention (IPC Food Security and Nutrition Snapshot, 2022).

The region is also suffering very high and recurrent food insecurity at a time when many have lost livelihood due to livestock raids. Thus, IRB production and consumption present a timely, sustainable, and affordable solution to malnutrition and food insecurity among poor/vulnerable households. Beyond being rich in Iron and Zinc, the IRB varieties are tolerant to drought, early maturing, high-yielding and fast-cooking.

This prompted the activity to embark on a campaign to promote IRB consumption in Kaabong and Kotido as pilot sites using a multifaceted approach. This approach will involve working with school-going children as drivers of change by carrying this information from the school to their homes. Other channels include cultural, religious, and political leaders, other local influential voices, and lead mothers and VHTs under CARE Uganda and Integrated Community Agriculture and Nutrition Activity (ICAN) arrangements.

The campaign code named Eyok Maret (Our Beans) was developed through various human centered design process by and for the people of Karamoja with an objective of objective to promote production and consumption of iron rich beans in Karamoja, specifically Kotido and Kaabong districts.

During the campaign development process, various stakeholders including; Government (District Local Governments of Kotido and Kaabong), community gate keepers in Karamoja (elders, kraal heads, religious, political & opinion leaders, institutions (schools), Health structures, women groups, private sector, USAID IPS (ICAN, CARE), among others were consulted in the inception, development, testing and finalization of the campaign.

Various mass media and interpersonal materials including a theme song to promote the campaign have been developed to aid in the amplification of the intended campaign messages. Other materials developed include; radio spots, a radio drama, posters and inter personal materials including interactive games, a highly visual chart set, laminated fliers, role plays scenarios and a gender tool.