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Deep-rooted myths (such as fears of wild animals), paired with a critical lack of infrastructure, actively hinder water safety and prevent children from learning to swim.
As the designated agency for Reach A Hand Uganda (RAHU), Sauti Plus executed a 360-degree SBCC campaign - backed by Bloomberg Philanthropies - across the high-risk lakeside districts of Masaka, Mayuge, and Rakai.
Baseline research revealed that while youth claimed they could swim, they lacked actual survival skills. This was compounded by behavioural barriers and myths, such as the belief that "swimming is for fishermen".
We launched "Omanyi Okuwuga?" (Do you know how to swim?). Drawn from local vernacular, this provocative question challenged overconfidence and prompted immediate self-reflection.
We deployed a phased strategy featuring "The Unpredictable Waters" investigative documentary, targeted mobile screenings at high-risk landing sites.
The campaign successfully transformed drowning into a recognised national public health priority:
Massive Reach: Achieved an estimated 26.6 million reach during the launch with a nationally trending hashtag, plus an additional 3.62 million reached online.
Major Policy Shift: Successfully advocated for the Ministry of Works and Transport to be officially designated as the lead government agency for drowning prevention.
First-Ever National Curriculum: Spearheaded a Technical Working Group to develop Uganda's first National Survival Swimming Curriculum.
Direct Skills Delivery: 4,695 community members received foundational water safety lessons from our 46 certified instructors; 3,147 individuals directly reached through school and community outreaches in Q1 2025; 190 community members enrolled in practical survival swim classes.
By challenging deadly misconceptions, building a local ecosystem of skilled instructors, and shaping national policy, the Omanyi Okuwuga? campaign is creating a sustainable wave of change and tangibly saving lives across Uganda’s most vulnerable districts.
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