Testing Communication Strategies, Concepts, and Materials for Effectiveness

Whereas the European Union is one of Uganda’s largest development cooperation partners, its policies and action seem to lack visibility, and there appears to be limited understanding among different stakeholder groups, more so educated youth (aged 18 to 35), and the wider public in Uganda about the EU and in particular how its development cooperation works.

WEKOnnect supported Ogilvy (agency tasked to enhance the EU’s visibility) to assess the effectiveness of EU campaign messages and visuals among targeted youth audiences and generate actionable insights to refine the communication materials for greater impact.

We accomplished this through designing the testing methodology and tools, conducting Focus Group Discussions (FGDs) in Kampala, Gulu, and Mbarara, conducting street intercept interviews in Kampala, analyzing feedback on slogans, visuals, clarity, and emotional resonance, ultimately outputting insightful analysis with clear findings and recommendations.