Campaign Background
Many prospective university students in Uganda, particularly in remote areas, face challenges accessing affordable higher education. TRAC FM designed this campaign to bridge the information gap, using radio as a powerful tool to reach young people in the Tooro and Lango subregions. Using interactive polls about the value of certain degrees on the job market, and radio talk shows with current IUEA students and faculty, the campaign aimed to both inform and engage potential applicants in hard-to-reach communities.
Partners and Scope
The campaign was a collaboration between TRAC FM and IUEA (International University of East Africa), leveraging TRAC FM’s extensive radio network to engage prospective students. It was broadcast on Hits FM in Fort Portal and Radio Wa in Lira, featuring a poll question, two talk shows, and a small follow-up survey. The radio poll collected close to 3,000 SMS responses, with many more listeners potentially tuning in to the subsequent radio talk show.
Objective and Impact
The campaign successfully raised awareness about IUEA scholarships, providing critical information to young people outside Kampala who may not have had access otherwise. The interactive format allowed participants to engage directly in a virtual discussion about the value of different fields of study on the job market, allowing IUEA to allocate scholarship resources according to popular demand.
Talk shows and poll announcements directed listeners to the University’s helplines to ask questions and receive guidance on the application process. By targeting rural student populations, the initiative contributed to increased accessibility to higher education, supporting Uganda’s broader educational development goals.
