Kampala, Uganda — The Uganda Institute of Banking and Financial Services (UIBFS), in partnership with the Bank of Uganda (BoU) and the Uganda Bankers’ Association (UBA), has launched the 6th season of the Banking and Financial Services Awareness Campaign (BAFSAC), themed “Financial Health — From Earnings to Sustainability.” The campaign, branded “Planned Adult,” was unveiled at Mestil Hotel to coincide with World Savings Day, reinforcing the importance of sustainable financial habits across the country.
The seven-month campaign will focus on seven key pillars: planning, saving, investment, responsible borrowing, insurance, retirement planning, and digital finance. Its goal is to inspire positive financial behaviour and encourage Ugandans to integrate Environmental, Social, and Governance (ESG) principles and selected Sustainable Development Goals (SDGs) — including SDG 1 (No Poverty), SDG 8 (Decent Work and Economic Growth), and SDG 13 (Climate Action) — into their financial decisions.
Promoting Financial Health for Long-Term Stability
Speaking at the launch, Mrs. Goretti Masadde, CEO of UIBFS, said the campaign seeks to shift Ugandans’ financial mindset from short-term gains to long-term resilience.
“This year’s BAFSAC campaign, dubbed the ‘Planned Adult’ campaign, is a strategic call to empower Ugandans with the knowledge and tools for long-term financial resilience, ensuring that every financial decision contributes to personal, institutional, and global sustainability,” Mrs. Goretti Masadde, CEO, UIBFS.
The campaign will encourage individuals to plan before earning, save responsibly, and adopt environmentally conscious practices, such as reducing waste through reuse and recycling. Financial institutions will be urged to align operations with the People, Planet, Profit (PPP) model through green lending, sustainable operations, and corporate social responsibility.
Data Highlights Need for Financial Awareness
Uganda still faces significant challenges in achieving financial resilience and sustainability. According to the FinScope Uganda 2023 survey by Financial Sector Deepening (FSD) Uganda and BoU, only 28% of Ugandans are aware of green growth initiatives, while 70% experience budget deficits and 90% remain uncertain about how to handle unexpected financial shocks.
The Global Findex 2024 (World Bank, 2021 wave) paints a similar picture: only 54% of Ugandans have formal savings accounts, and just 26% hold deposit accounts excluding mobile money. However, mobile money savings grew by 17% between June 2024 and June 2025, reflecting both increased digital adoption and ongoing disparities between urban and rural populations, as well as between men and women.
Leadership Endorses Campaign’s Vision
Mr. Michael K. Mugabi, UIBFS Board Chair and Managing Director of Housing Finance Bank, emphasized the campaign’s importance in addressing Uganda’s financial inclusion gaps.
“Today’s launch, under the theme ‘Financial Health: From Earnings to Sustainability,’ could not be more timely. It challenges us, both as individuals and institutions—to think deeply about what true financial sustainability means in our current economic environment,” Mr. Michael K. Mugabi, Board Chair, UIBFS.
He noted that the campaign supports BoU’s 2025 financial wellness agenda and aligns with Uganda’s National Financial Inclusion Strategy (2023–2028), which promotes fintech integration, ESG-aligned products, and behavioural change to reduce poverty and boost resilience.
Representing the BoU Governor, Mr. Philip Andrew Wabulya, Executive Director of Risk and Strategy, highlighted the urgency of strengthening Uganda’s savings culture.
“Building financial stability starts with careful planning, regular saving, and using modern financial services effectively to ensure money is managed safely, conveniently, and securely,” Mr. Philip Andrew Wabulya, BoU.
He cited FinScope findings showing that 70% of Ugandans spend more than they earn, underscoring the campaign’s relevance.
Panel Discussion: From Regulation to Sustainability
The launch featured a high-level panel discussion titled “Regulation: Applying a Lens on the Institutional Contribution from Earnings to Sustainability.”
Panelists included representatives from BoU, the Capital Markets Authority (CMA), Deposit Protection Fund (DPF), Uganda Retirement Benefits Regulatory Authority (URBRA), Insurance Training College (ITC), aBi Finance, the Ministry of Finance, Planning and Economic Development (MoFPED), and UIBFS.
Ms. Justine Namata from bank of Uganda(BoU) highlighted the role of financial literacy and institutional transparency in ensuring ecosystem stability. In the same way, Dr. Julia Clare Olima from (DPF) emphasized that deposit protection builds public trust in the banking system, Mr. Denis Kizito from Capital Markets Authority(CMA) also reminded participants that saving is only the first step real growth comes from investing wisely.
Building on Past Success
This year’s edition marks the 6th season of BAFSAC. The 5th campaign, themed “Save, Protect, Grow,” trained 13 institutions, 11 schools, and over 25,000 market vendors in financial literacy. It was implemented in partnership with eight institutions, including the Uganda Insurance Association, Insurance Regulatory Authority, KCB Bank, Bank of Baroda, Cairo Bank, Housing Finance Bank, Deposit Protection Fund, and aBi Finance.
World Savings Day 2025: A Global Call to Action
The campaign launch coincided with World Savings Day, an event first established in 1924 in Milan, Italy, by Professor Filippo Ravizza. This year’s global theme, “Saving: Protection, Inclusion, and Development,” mirrors Uganda’s local campaign, emphasizing how small, consistent financial actions can drive national economic and environmental progress.
