“Zaabu Life” was created to spark retirement savings awareness in Uganda, where old age often feels too distant to plan for. Using dramatisations, the campaign highlighted the risks of failing to save and built relevance for younger audiences. Concepts were pretested, launched with local support, and aligned with new savings schemes to ensure credibility and impact.
The campaign rolled out through primetime radio and TV spots, social media with a “golden years” theme, and on-ground workshops in Jinja, Lira, and Kampala. Backed by radio interviews, a district toolkit with briefs, ads, and banners, plus an NTV infomercial, Zaabu Life elevated retirement planning into public conversation during a critical moment of pension reform debates.
