Organization: TobaccoKillsUGFacebook: https://www.facebook.com/TobaccoKillsUg Twitter: https://twitter.com/TobaccoKillsUG Google: https://plus.google.com/u/0/109468073028286919348/posts   Country: UgandaTitle: Case Study: Social Media Campaign Launch, Uganda Date: January 29, 2013

ContextThe 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 campaign’s Facebook and Twitter pages, a press conference, a Walk from Ministry of Health to Parliamentary Gardens and speeches by key TC partners.

ActionEvents included:- Pre-event radio and TV talk shows- Public launch of the campaign’s 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 we’re excited to further develop is goal setting and tracking of key metrics. While the exposure of the campaign was great, we don’t have a benchmark of success or any preset goals to compare performance to objectively.

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Examples of Work

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Date Action goal Activity

Posts https://www.facebook.com/photo.php?fbid=184849988305286&set=a.184849954971956.6501.172406096216342&type=1&theater

Videos http://youtu.be/1gfxolvgSPshttp://youtu.be/1FRnxIusHhM

Rally Activities1. 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 Highlights1. 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 Highlights1. 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 campaign’s 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

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