During the COVID-19 pandemic, AS-SBC members co-created the “Tosemberera” campaign to fill a gap in culturally resonant messaging. Using local idioms and a narrative of “collective protection,” the campaign translated complex health guidelines into relatable social norms.
The campaign was officially adopted by the Ugandan Ministry of Health as the national strategy. Due to its success, elements of the campaign were utilized by UNICEF, WHO, and WaterAID in regional response efforts.
In Uganda alone, the campaign reached an estimated 15 to 19 million people through radio, television, and social media influencers.
Tosemberera proved that local professional networks could respond to crises more quickly and with greater cultural accuracy than traditional agencies. It led to a measurable standardization of prevention language across the country.