Organization: TobaccoKillsUG

Facebook: https://www.facebook.com/TobaccoKillsUg
Twitter: https://twitter.com/TobaccoKillsUG
Google:
https://plus.google.com/u/0/109468073028286919348/posts
Country: Uganda
Title: Case Study: Social Media Campaign Launch, Uganda
Date: January 29, 2013
Context
The tobacco control civil society organizations and partners organized a joint
offline/online launch of the Tobacco Control advocacy campaign in Uganda. The event
was scheduled for January 29th, 2013. Events included pre-event radio and TV talk
shows, a public launch of the campaigns Facebook and Twitter pages, a press
conference, a Walk from Ministry of Health to Parliamentary Gardens and speeches by
key TC partners.
Action
Events included:
Pre-event radio and TV talk shows
Public launch of the campaigns Facebook and Twitter pages
Press conference
Walk from ministry of health to parliamentary gardens
Speeches by key TC partners
Result
The event was a huge success in terms of grassroots turnout, earned media and
social media penetration.
Campaign sparked awareness and led to grassroots mobilization around the smoke
free legislation that is to be taken up this year in Parliament.
The rally generated so much momentum that it was a trending topic on Twitter (one
of the most popular topics nationwide on the social network).
- Was the number one hashtag trending in Uganda that day was #tobaccokillsUG.
- An analysis of the data shows that Twitter messages related to the event were
reposted over 480 times and seen over 200,905 times overall
- Balance of Tactics: this is a great example of a nicely balanced tactical approach
that combines online and offline activities that can feed off each other, the rally was
amplified by the social media components and vice versa.
Online Echo chamber: aggressively promoting the campaign activities on Twitter
helped the launch messages to reach an audience of over 44,000 users, who heard
about the campaign an average of 4-5 times each, all from someone in their social
network
Grasstops Access Online: a huge win for the launch is that the Prime Minister, who
has an active Twitter account, has started following the campaign on Twitter. This is a
great example of how Twitter can provide direct access and interaction with
grasstops and key decision-makers
Measurement: one area were excited to further develop is goal setting and
tracking of key metrics. While the exposure of the campaign was great, we dont
have a benchmark of success or any preset goals to compare performance to
objectively.
Examples of Work

Date

Action goal
Posts
Videos

Activity
https://www.facebook.com/photo.php?
fbid=184849988305286&set=a.184849954971956.65
01.172406096216342&type=1&theater
http://youtu.be/1gfxolvgSPs
http://youtu.be/1FRnxIusHhM
Rally Activities
1. Over 100 people participated in the walk from
the Ministry of Health to the Parliamentary
Gardens. Kicked off at 9am. Ended at 1pm with a
press conference
2. There was a drama skit, a band, a song was
debuted (written by an advocacy for art NGO)
and sung by everyone in the crowd.
3. A mural was created by a local well-known artist
during the event, which will be framed and hung
in the lobby of the Parliament.
4. 10 bloggers participated and will be blogging in
the coming days. The campaign was also
documented on Twitter and Facebook to attract
new followers.
5. Some Members of Parliament also participated.
Earned Media Highlights
1. The rally garnered coverage on radio, print and
TV as well as blog posts generated by event
attendees, sample clips are attached and
stations running a segment include
a. Uganda Broadcasting Corporation TV
(state-run) (29th Jan - 7pm News, 10pm
News)
b. NBS TV (29th Jan - 7pm News, 9pm News
and 30th Jan - 9am News)
c. Top TV (29th Jan - 7.30pm - News)
d. Channel 44 Radio
Social Media Highlights
1. A comprehensive Twitter analysis is attached.
The campaign utilized a common Twitter hashtag
#TobaccoKillsUG which has now been retweeted
by 126 individuals for a total of 488 tweets.
2. These 488 Tweets have reached an audience of
44,142 followers in Uganda.
3. Overall this means that on Twitter, messages
related to the event were seen over 200,905
times overall!
The campaigns Facebook account has quickly grown to
131 fans and content from the launch will continue to
be posted over the coming weeks to attract more
followers.

Followers
comments
Abass Muhamad Finally the advocacy is here... the
historical souvenir painting with so much fire... thanx a
lot to PFNCD we are with you on this one and all the
CSOs with Ugandan Citizens we want this bill to stop
2

Images: