Power theft in Uganda undermines the reliability, safety, and affordability of electricity for millions of people. Illegal connections not only endanger lives but also destabilize the grid, causing frequent outages and inflating costs for paying customers. To sustain a stable and equitable system, Umeme needed to address this challenge directly. The issue required more than penalties — it called for a campaign that educated, engaged, and shifted mindsets by showing the true cost of power theft on communities and the nation at large.
QG Group developed a behaviour change campaign to confront power theft and its impact on Uganda’s electricity sector. The initiative encouraged illegal users to take advantage of Umeme’s amnesty program, offering 30 days to legalise connections without penalties. At the same time, it promoted community responsibility and empowered households to support a safer, more reliable electricity system. The campaign used compelling messages to inspire action, reduce theft, and build shared accountability for sustainable energy access.
