FumbAlive - Uganda
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.