WAKISO — Marie Stopes Uganda has launched a six-week campaign aimed at encouraging young people to make responsible choices and strengthen HIV prevention, using community activations, entertainment and digital engagement to take the message across the country.
The #GuardYoGame campaign was launched on Saturday at Kasenge Trading Centre in Wakiso District, with the organisers positioning HIV prevention as part of the broader responsibility of young people to protect their health, relationships and future.
Sandra Arinaitwe, Head of Marketing and Communications at Marie Stopes Uganda, said the campaign comes amid concern over the country’s HIV burden and what she described as increasing new infections.
“We have all heard and read that new HIV infections in the country are increasing. We estimate that there are about 37,000 new HIV infections annually in the country,” Arinaitwe said.
She said the organisation’s own campaign messaging points to an estimated 2,000 new infections in Wakiso District and about 210 new infections every week in Kampala.
The figures were cited to underline the need for continued prevention efforts, particularly among young people.
“This is a very serious challenge for Uganda. That is why we are using this campaign to say to Ugandans: it is time to guard your game,” Arinaitwe said.
The campaign promotes condom use as one of the tools available for reducing the risk of HIV and other sexually transmitted infections.
Arinaitwe said Marie Stopes Uganda was using the campaign to reconnect with communities and young people who have supported its Lifeguard condom brand since it was introduced in 1997.
She said the brand underwent a major rebrand last year, including a new package design, and the campaign would also give consumers an opportunity to experience the new packaging.
“We appreciate the public for accepting and embracing the new Lifeguard pack. It has now been on the market for a year, and we have come back into the communities to say thank you, especially to the young people who have supported the Lifeguard brand over the years,” she said.
According to Arinaitwe, the new wallet-sized pack is designed to be easily carried in a pocket or bag.
During the campaign, a three-piece Lifeguard pack will be sold at Shs700 at designated campaign activations, compared with a recommended retail price of Shs2,000.
Arinaitwe said the reduced campaign price was intended to make the product more affordable to young people and other members of the public reached by the activations.
“Wherever you see the Lifeguard activation truck, you will be able to get a Lifeguard condom pack at Shs700,” she said.
The campaign will begin in Wakiso and Kampala before moving to other regions, including Western, Eastern, Northern Uganda and West Nile.
Marie Stopes Uganda said the campaign would combine physical community activities with a digital strategy designed to generate conversations around HIV prevention and responsible choices.
Renowned Ugandan DJ and entertainer Ssuuna Ben, who is partnering with the campaign, urged young people to view protecting their health as part of protecting their future.
“Kasenge is the starting point for this campaign. Young people from this area party a lot, and because young people are the future, they need to guard their lives by protecting themselves,” Ssuuna Ben said.
He described Lifeguard as a long-standing brand and encouraged young people to make responsible decisions while pursuing their ambitions.
“Life is wealth. You need to be alive first before you can enjoy the good things that the future has to offer,” he said.
The campaign will also feature games, entertainment and community challenges, with participants standing a chance to win items including T-shirts, cakes and other prizes.
According to Marie Stopes Uganda, groups of eight people will be able to participate in some of the activation challenges.
The organisation said the digital component of #GuardYoGame will be driven through social media engagement, real-time event coverage and influencer participation, with Ssuuna Ben expected to play a leading role in amplifying the campaign among young audiences.