NOVEMBER 2021 - UNICEF Uganda and the Ministry of Health (MoH) intensified on-the-ground community engagement efforts and sensitization on COVID-19 in the capital city, with a focus on strengthening the capacity of local leaders to disseminate messages using participatory approaches.

A high number of COVID-19 cases in Uganda have been reported among urban and peri-urban areas of greater Kampala, inclusive of urban informal settlements, where a significant proportion of the population depends on word-of-mouth to receive information. The reach of online channels is limited and inequitable, with only about a third of people in urban areas accessing the internet and a 25 per cent gender gap.

Building on the national mass media campaign, 80 community-based mobilisers including village health workers (VHTs), Local Council leaders (LC1s) and other influencers like youth leaders were oriented and deployed in specifically mapped areas such as markets, informal settlements, community audio towers and health centres to conduct door to door activities. The visits and meetings with small groups offered opportunities for dialogue with the community members to share their views on different perspectives of the pandemic.

The initiative donned a unique edutainment component – the weekly #COVID19Moment, a creative dance and drumming street alert in strategic street locations of Kampala, the capital city. The #COVID19Moment street performances called on passers-by to not only wear a mask, wash their hands, get vaccinated, and social distance, but also to take a moment to reflect positively and reach out to their loved ones, to prevent the spread of COVID-10. The expression of dancing and drumming along with messages of hope were aimed at addressing stigma, building trust and increasing public social support for COVID-19 prevention measures and demand for essential health services.

In addition, digital billboards located in strategic areas of Kampala repeatedly played COVID-19 prevention videos and messages throughout the day. Hard-to-reach and crowded areas were reached through boda-boda riders (motorycle taxis) equipped with megaphones, and utilisation of the nearly 80 community audio towers (fixed megaphones) which played pre-recorded messages and testimonies from individuals that have been affected by COVID-19.

The #COVID19Moment resulted in heightened public advocacy from the leadership for COVID-19 prevention measures. Building onto the spirit of the #COVID-19 moment, a COVID-19 alertness campaign using drumming was endorsed by the Prime Minister of Buganda Kingdom, tagged Gwanga Mujje, which literally means “Awake Nation”. The campaign leverages the sounding of the Gwanga Mujje drum (translated as “all of you come”), a drum that has been historically sounded in Ugandan communities in times of trouble to rally the people to a common cause.

“...the drums were for danger, like the sound we are commissioning today. There is danger within our community”, said the Prime Minister of Buganda kingdom while launching the campaign. “We are raising the alarm and calling on communities to join fight against COVID-19”.

Over 500,000 people were reached with messages on COVID-19 prevention and vaccination and over 4,000 local leaders and influencers committed to act, mobilize and be part of positive change.

Building on this significant reach and engagement, the three-month campaign contributed to widen and reinforce the effectiveness of the prevention messages. While there is no direct evidence available to confirm the impact of the campaign, over the two months the COVID-19 positivity reduced from 6.5 per cent in July 2021 to 2.2 per cent in September 2021, aligning with the intensified community mobilization efforts in the greater Kampala metropolitan areas. There is also some indication the campaign may have contributed to an observed increase in uptake of the vaccine, reflected by monthly reporting in the three supported districts.

Looking forward, the campaign is considering the recording of drama skits to address myths and misconceptions and will continue to dialogue and seek community-led solutions and action plans, building on coalitions achieved with Buganda Kingdoms, DJs and owners of informal community radios.