KAMPALA, Uganda: The Public Relations Association of Uganda (PRAU), has awarded Sauti Plus Media Hub with the Best Not-for-profit campaign for its social marketing campaign themed: ‘Omanyi Okuwuga’ which aims at raising awareness around drowning prevention.
PRAU presented the award to Sauti Plus Media Hub, a social behavioural change marketing and communications agency at the 9th PRAU Excellence Award 2025 which took place on 4th December 2025 at Protea Hotel, Kampala.
The award recognizes the good use of marketing and communications to address socio-economic issues in Uganda.
Omanyi Okuwuga, a 2-year campaign implemented in partnership with Reach A Hand Uganda, targets high drowning prone areas including Mayuge, Masaka, and Rakai districts following increased cases of drowning in those areas resulting from limited awareness.
Essentially, the campaign influences behavioural change — from compliance to being more precarious while on water by watering life jackets.
Primarily, Omanyi Okuwuga uses both new and old media across Uganda to sensitize the public about water safety. In addition, it incorporates community engagements, provision of life jackets and offers swimming lessons to learn survival swimming skills.
Ultimately, the initiative seeks to sway drowning policies such as incorporating swimming lessons in school curriculum, increased enforcement, better emergency responses as well as better water transport infrastructure.
Whereas, the latest Uganda Police annual crime report indicates a slight decline in drowning cases in 2024, it highlights that it remains the most significant water-related cause of death in the country
Available date – a recent study by Makerere University School of Public Health, over 1,435 fatal and non-fatal drowning cases were recorded in over 60 districts between January, 2016, to June, 2018.
