Lessons from the “Oblulamu” Integrated Life-cycle Based Health Campaign in Uganda

Running from September 2014 to December 2017, the Obulamu Campaign in Uganda forms a multi-channel communication platform using the standard greeting “How’s Life” as its umbrella slogan to integrate six health areas: HIV/AIDS, family planning, malaria, maternal and child health, nutrition and TB. The campaign uses radio, television, and print materials which can be used and adapted by campaign partners. The campaign is a series of innovative health communication interventions. The OBULAMU campaign was designed in four phases that follow a life-stage approach for audience focus:

Phase One: addressed young adults in relationships, persons living with HIV and other key populations ages 18–30

Phase Two: Addressed pregnant women and their partners

Phase Three: Addressed female caretakers of children under 5

Phase Four: Addressed adolescent girls and boys

The integrated campaign platform is designed to roll out a series of health communication interventions to contribute to reducing HIV infections, total fertility, maternal and child mortality, malnutrition, malaria, and tuberculosis. It is based around life stages: family with children, adolescents, young people in relationships, and couples in longer term relationships, and is designed to encourage access to services and positive health-seeking behaviors.

An Implementation Guide was used to roll out Phase One.

Source: Ghana Ministry of Health

Date of Publication: January 29, 2020