Monitoring and Evaluating Communication Campaign to Inspire Young People Against Tobacco Use

SCANAD Uganda, for a project by Good Business (UK), funded by the Bill & Melinda Gates Foundation, developed the “FLY – DO YOUR THING” antitobacco smoking campaign, in response to the rising levels of tobacco use among youth in Kampala and Masaka, fueled by peer pressure and misconceptions linking tobacco to confidence and independence.

WEKOnnect was tasked to design and execute periodic evaluations at baseline, midterm and end-line to assess behavior change, evaluate campaign effectiveness, and inform future interventions.

This was accomplished through a baseline survey (530 respondents) across Kampala and Masaka, where we conducted extensive field team training sessions, used stratified and random sampling in schools, homes, and rehabilitation centers, an end-line survey targeting 1,000 youth (in/out of school) in Rubaga division and also integrated quantitative and qualitative methods including FGDs and analysis through SenseMaker.

These datasets provided critical insights into peer influence, refusal confidence, and the availability of social support, guided by eight well-defined evaluation KPIs on tobacco perception and behavior.