Singing for change?

In 2014 Twaweza Uganda engaged with a number of partners to execute a country-wide communication campaign promoting positive social change among youth (aged between 18 and 30). The campaign aimed to increase young people’s sense of self-efficacy and to encourage them to start seeing themselves as agents of change in their communities. It also aimed to increase Twaweza’s learning around using artists as role models to exert social pressure or persuasion, and to trial the use of specific calls to action alongside generalized messages about the power of individuals to make things happen.

But did it work and what did we learn?

We havent answered that question in a holistic way but this brief provides insight into one core component of the campaign - five concerts held around the country for young people where artists played their music but also shared their own interpretation of the campaign messages.

Key Findings

  • Nearly 6,000 young people across five different regions of Uganda attended musical concerts organized around the theme of promoting young people as positive agents of change in their communities.
  • 87% of participants recalled messages regarding contributions that could be made in society, and 84% recalled messages regarding young people having a role in making change happen.
  • 93% of the concertgoers said that they had indeed learnt something from attending the concerts, among which most of the spontaneously mentioned messages were the core promoted messages.
  • On the other hand, only 9% of the participants could recall the last part of the main slogan “We talked yesterday…”  whose answer was “let’s act today”.

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Authors: Varja Lipovsek



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