The Power of Radio
Radio continues to be a powerful tool of communication in Uganda, reaching the remotest areas and playing a vital role in raising awareness about climate change. The latest National Audience Measurement Survey indicates that radio commands a 70% listenership in Uganda, making it the most consumed medium compared to others. As the world marks World Radio Day, this year’s theme, ‘Radio and Climate Change,’ highlights how radio stations are responding to environmental challenges while maintaining their crucial role in information dissemination.
Radio stations across Uganda have been proactive in addressing climate change. Stations like Radio Pacis have invested in renewable energy, operating almost entirely off-grid with half an acre of solar panels. Similarly, Voice of Karamoja in Kotido relies on solar energy to power its broadcasts. These initiatives demonstrate how the radio industry is adapting to climate realities by reducing carbon footprints and promoting sustainability.
Beyond infrastructure, radio remains an essential platform for educating communities on climate-smart agricultural practices, afforestation, and disaster preparedness. Stations based in remote regions ensure that even the most underserved populations receive timely and practical climate-related information.
EARS has been at the forefront of climate change communication by supporting radio stations in broadcasting programs that educate listeners on climate resilience, conservation efforts, and sustainable agricultural practices.
Through projects such as Climate Reporting for East African Media (CREAM), In Collaboration with Media In Cooperation and Transition (MiCT), EARS has facilitated content that not only informs but also empowers communities to take action against climate change. Additionally, EARS has engaged in initiatives that train journalists to effectively cover climate stories, ensuring that accurate and impactful information reaches the masses.
Radio remains the most powerful medium for reaching communities across Uganda. Through EARS’ extensive network of all radio stations nationwide, we provide unmatched reach—making us a crucial platform to support your national campaigns whether it’s climate change awareness or any other messaging for your brand. Want to align your brand with impactful messaging on climate and or other key issues? To learn more, contact us today!
EARS is proud to collaborate with the Nile Basin Media Network (NBMN), MiCT, GIZ, and others to empower journalists from 10 Nile basin countries in addressing the pressing issue of plastic pollution.
Over 30 journalists gathered in Kampala for a five-day workshop to deepen their understanding of plastic pollution’s impact on the environment and public health. Through field visits and citizen science, they are now equipped to bring these critical stories to light and influence change.
As Dr. Florence Grace Adongo, Executive Director of NBI, said, “Journalists play a crucial role in shaping public opinion and informing policy debates.”
We believe that through cross-border collaboration, the media can drive impactful solutions to this transboundary crisis.
Let’s raise awareness and inspire action for a cleaner, greener future!
#PlasticPollution #NileBasin #JournalismForChange #SustainableFuture #EARS #CrossBorderCollaboration
Today, we stand in solidarity with journalists and media organizations across East Africa and the world over who are championing environmental reporting amidst the global crisis.
The impacts of climate change, from droughts and floods to water scarcity and food insecurity, are deeply felt in the East African Community. With over 20 million people suffering from from the adverse effects of climate change, the need for informed discourse and actionable solutions is more critical than ever.
That’s why the role of journalists is crucial. It is through their courage, work and perseverance that we get to know what is happening across the planet.
Through initiatives like CREAM (Climate Reporting in East African Media). Led by MiCT (Media in Cooperation and Transition), JESE (Joint Effort to Save the Environment), and EARS (East Africa Radio Service), CREAM aims to address the urgent challenges posed by climate change and empower communities to take action.
Through EARS, a regional network of radio stations across Uganda, Tanzania, and Kenya has been established to foster dialogue on climate change and its implications for local communities. Radio remains the primary medium for disseminating information in rural areas, where access to smartphones is limited. By enhancing the editorial capacities of local radio stations, CREAM seeks to stimulate cross-border dialogue, raise awareness, and empower citizens to prepare for and mitigate the impacts of climate change.
As we commemorate World Press Freedom Day, we recognise the crucial role of journalists in shaping public perceptions, driving policy action, and fostering global solidarity on climate change and environmental conservation. Today we celebrate Journalists, applaud their voices and support their efforts to ensure a sustainable future for all. #PressFreedom #ClimateAction #CREAMInitiative #WorldPressFreedomDay
Happy New Year!
I hope 2025 has begun with great momentum for you and your team. It’s an honor to bring you the first edition of our EARS newsletter for the year.
2024 was a remarkable year for EARS as we continued to amplify the voices of our clients and deliver impactful results. By supporting campaigns that reached millions through harnessing the power of data, we worked tirelessly to connect brands with the right audiences through Uganda’s vibrant radio landscape.
As we welcome a brand-new year, the Ugandan media industry gears up for a dynamic period filled with immense possibilities and growth. Several events and trends in 2025 are set to drive a significant surge in radio listenership across the nation.
One of the major highlights this year is the upcoming election season. Political campaigns, updates and political discourse will dominate the airwaves, drawing in listeners eager to stay informed. Additionally, the national ID registration initiative promises to further boost media consumption, as citizens tune in to radio stations for timely updates and announcements.
With the rise in the health sector initiatives listeners will increasingly rely on radio for critical public health messages.
In an age of rampant misinformation on social and digital platforms, the need for authentic news and reliable reporting is more critical than ever. Radio remains a trusted source for credible information, making it an essential medium for fostering informed communities.
The latest National Audience Measurement (NAMS) survey data will play a pivotal role in shaping advertising strategies, ensuring that investments yield measurable results. The availability of robust media planning tools and data will empower both advertisers and radio stations to optimize their campaigns for maximum reach and engagement.
Compliance still takes center stage, as broadcasters adhere to stricter standards to ensure transparency and accountability.
As we embark on 2025, advertisers have a real opportunity for a transformative year one where data-driven strategies, authentic content, and impactful communication will define success.
For more information on radio advertising and media planning, contact us or check out our newly revamped website, complete with updated newsletters, blogs, and insightful content to keep you connected with industry trends and innovations. www.ears.ug
Dear Esteemed Partner,
On behalf of all of us at EARS, I would like to extend our warmest wishes to you and your family for a joyous holiday season and a prosperous 2025.
The Ugandan media landscape continues to evolve, reflecting the vibrancy and diversity of our nation. Radio remains a powerful platform for connection and influence, reaching millions across urban and rural communities. It shows the resilience of local broadcasters and the creativity of advertisers who use this medium to inform, inspire, and entertain. As media professionals, we are proud to play a role in shaping impactful campaigns and amplifying voices that drive change.
As we step into 2025, we remain committed to supporting you navigate the dynamic media landscape. our mission continues to be delivering impactful communication solutions that empower you to connect meaningfully with your audiences.
Thank you for your trust and partnership over the years. Together, we look forward to making 2025 a year of progress, innovation, and success.
All the best for 2025!
Douglas Mutumba,
The festive season in Uganda is a time of joy, togetherness, and celebration. Families travel to their villages, transport fares rise, and households prepare for feasts to mark the festive period. Businesses and organizations can tap into this unique holiday vibe to connect with audiences and achieve their goals.Here are some effective marketing tips for the season:
1. Use Radio to Reach Families at Home
With many people spending the holidays in their villages and around their families, radio becomes the most reliable way to communicate. Radio reaches every corner ofUganda, making it the ideal platform to deliver your message. Create festive, family-focused campaigns highlighting holiday offers, products, or services.
For instance, partnering with EARS allows you to run strategic campaigns across a network of stations, ensuring your ads reach families relaxing at home. Whether you’re a business offering transport deals, food packages, or a government agency raising awareness, radio guarantees impact.
2. Highlight Holiday Essentials
This is the season when transport services, food, and household goods are in high demand. Tailor your campaigns to address the specific needs of the season. Businesses can promote discounts on travel fares, bulk food purchases, or festive meal packages. Positioning your offerings as essential for holiday success will resonate deeply with customers.
3. Tap Into the Spirit of Giving
The holidays are a time of sharing and goodwill. Organizations can organize giveaways, discounts, or charitable initiatives and promote them through radio.Messages that capture the festive mood—such as supporting local communities or helping families celebrate—are likely to build trust and loyalty.
4. Incorporate Festive Storytelling
Develop ad campaigns that reflect the Ugandan holiday traditions—families traveling together, cooking big meals, and celebrating under the stars. Relatable content connects emotionally with audiences, and radio storytelling is the perfect medium to share these narratives.
5. Plan for Continuity Into the New Year
While the holiday season is short, the impression your brand leaves can last into the new year. Use radio to introduce loyalty programs, tease upcoming products, or wish customers a prosperous new year. Consistent messaging ensures your brand stays top of mind as people plan for January.
By partnering with EARS, you can plan campaigns that not only make an impact during the holiday rush but also ensure your brand is well-positioned for success in the new year. Make this festive season one to remember for your customers and your business.
As the holiday season approaches, excitement is on the rise, and radio remains a powerful way to reach Ugandans ready to celebrate, spend, and engage. Advertising on radio during this festive season offers unique advantages that can make your campaign truly effective.
Radio’s reach and accessibility across Uganda makes it an ideal platform to capture audiences across urban and rural areas. With more people tuning in to radio on road trips, at gatherings, and during commutes, advertisers have a rare opportunity to connect with a broad, engaged audience. The festive season brings families together, and radio becomes the background to their celebrations, making it an influential medium to highlight holiday promotions, offers, and special messages.
Moreover, festive-season radio advertising builds immediate, memorable connections with listeners. With a heightened emotional atmosphere, audiences are more responsive to relatable, well-timed messages. For brands in sectors like retail, FMCG, hospitality, and telecom, this period can maximize visibility, as consumers are actively seeking products and services to enhance their festive experiences.
The high frequency of radio ads during this time helps brands stay top-of-mind. As people make holiday plans and purchase decisions, repetitive exposure through radio ads reinforces brand recognition. Engaging, festive-themed radio campaigns also drive loyalty and customer recall long after the holidays are over.
In a country where radio remains a trusted and widespread source of information, now is the perfect time to leverage radio advertising to create lasting impressions. With strategic planning and engaging content, brands can capitalize on the festive spirit, ensuring their message resonates with audiences across Uganda.