Marie Stopes Launches “BUUZA” Campaign to Boost Access to Maternal and Reproductive Health Care

Marie Stopes Uganda has launched a new national campaign dubbed BUUZA aimed at encouraging Ugandans—especially women and couples—to seek timely and professional guidance on reproductive and maternal health.

The campaign was unveiled in Kampala as part of efforts to normalise early health-seeking behaviour by creating safe and judgement-free spaces where people can confidently ask questions about fertility, pregnancy, contraception, childbirth, and postnatal care.

BUUZA, a Luganda word meaning “Ask,” is built on the organisation’s understanding that many reproductive health challenges are not ignored because people do not care, but because seeking help can feel uncomfortable. Across many communities in Uganda, reproductive health challenges are not ignored because people do not care, but because asking questions can feel uncomfortable.

Breaking silence on reproductive health

MSI noted that many women and families often consult friends, relatives, or traditional advisers such as sengas, or search online, rather than seek professional medical guidance. The organisation warned that such delays contribute to late antenatal care registration, missed opportunities for early screening, unmanaged complications, and preventable risks along the maternal health journey.

Social expectations around strength, discretion, and endurance—particularly for women—mean that uncertainty is often endured in silence.

The BUUZA campaign is based on a simple but powerful message that health outcomes improve when people ask questions early.  The BUUZA Campaign is built on a simple but powerful insight: before care can begin, a question must be asked.

“BUUZA puts people at the centre”

Speaking at the launch, Dr Molly Mbaziira, a gynaecologist at Marie Stopes Uganda, said the campaign goes beyond traditional health messaging by focusing on real concerns people face daily but fear raising.

“Rather than focusing only on providing information, BUUZA puts people at the centre,” Dr Mbaziira said. “It responds to real questions about fertility, pregnancy, childbirth, and life after delivery, and creates a supportive space where those questions can be asked without fear or judgment,” she added.

Dr Mbaziira said the initiative is expected to help reduce complications by ensuring that clients receive accurate medical guidance early instead of relying on misinformation or delayed interventions.

WhatsApp and toll-free line to connect Ugandans to clinicians

The campaign will largely rely on digital platforms, especially WhatsApp, as well as a toll-free telephone line, to enable quick and confidential access to trained health professionals.

Sandra Arinaitwe, the Marketing and Communications Lead, said WhatsApp was selected because it is widely used and allows discreet interaction.

“The BUUZA campaign meets people where they already are. WhatsApp is the primary entry point because it’s confidential, immediate, and human,” Arinaitwe said.

“For those without access to WhatsApp, the service is also available via a toll-free mobile line. Within minutes, clients can connect with trained clinicians who listen, reassure, and guide them to the most appropriate point of care near them,” she added.

Arinaitwe also noted that BUUZA responds to the growing trend of Ugandans turning to internet searches for health advice. “Many people, once they begin feeling symptoms, turn to Google or the internet for solutions. But what we forget is that browsers often provide results based on search optimisation, not necessarily the most accurate medical advice,” she said.

She said the campaign seeks to encourage Ugandans to seek trusted medical guidance without fear or shame. “We want to normalise asking. We want people to come out and feel confident and ask the questions that we are scared of asking,” she said.

“The first interaction shapes the entire care journey”

Joyeuse Uwitonze, Hospital Manager at Marie Stopes Hospital, said many clients hesitate to seek reproductive health services because of fear of judgement and uncertainty about where to go.

“At Marie Stopes Hospital, we understand that the first interaction often shapes a client’s entire care journey,” Uwitonze said.

“Our hospital is fully prepared to manage even the most complex reproductive health cases, with state-of-the-art technology, highly skilled clinicians, and systems that meet global standards. Women can trust that every step of their care is in expert hands,” she added.

Uwitonze said the BUUZA campaign is not merely a branding effort but a responsibility meant to strengthen prevention and early treatment. “When you have informed communities, you are able to capture illnesses early and save more lives,” she said.

Maternal health gaps remain a concern

The BUUZA launch comes at a time when Uganda continues to face significant maternal and reproductive health challenges. MSI noted that while antenatal attendance has improved, early registration remains low.

According to the organisation, while over 72% of women attend antenatal care at least four times, only about 30% begin care in the first trimester, when screening and risk prevention are most effective.

MSI also cited Uganda’s pregnancy-related mortality ratio estimated at 228 deaths per 100,000 live births, saying early engagement and continuity of care remain critical.

Arinaitwe said BUUZA will focus on strengthening awareness and access across the full continuum of maternal health care, including pre-conception, antenatal care, maternal screening, and postnatal support.