Launched in 2016, the three-month “FumbAlive” campaign sought to increase demand for clean cooking in Uganda. The campaign employed a multi-media approach to broaden its reach among target consumers in select urban communities, and messages were disseminated in seven key languages to appeal to a wide audience. Due to its broad reach in Uganda, FumbAlive relied heavily on radio, broadcasting a series of short, dramatic spots on 13 different radio stations. Additionally, the campaign used a combination of social media, outdoor media (branded wall signs), and live events (roadshows), which employed a team of entertainers traveling on a FumbAlive-branded truck. The roadshows were paired with market events during which manufacturers hosted demonstrations and sold stoves.

The brand name, “FumbAlive” is a combination of the Lugandan word for cooking (“okufumba”) and the word “live.” The campaign’s tagline, “Cooking just got better,” tapped into the emotional insights revealed in the consumer research, which showed that the target audience aspired for a better way of life for themselves and their family.

FumbAlive ran 34 market events, which reached a total audience of approximately 16,000 people.
34 retail outlets were branded with the FumbAlive logo and slogan.
Nearly 5,000 radio spots aired on 13 local radio stations, reaching 5.5 million listeners.
Nearly 4,000 people were reached through door-to-door household visits by outreach workers.
An estimated 45,000 people saw at least one short video advertisement screened in public video halls, coach buses, and health clinics.
FumbAlive’s Facebook and Twitter pages reached nearly 1,000 followers and featured infographics, testimonials, and photos related to clean cooking.