Marie Stopes Uganda has launched a youth-focused HIV prevention campaign aimed at encouraging young people to make informed decisions, practise safer behaviours and protect their health and future.
Dubbed Guard Your Game, the campaign was launched at Kasenge Trading Centre in Wakiso District amid continued concern over new HIV infections, particularly among young people and populations in urban and peri-urban communities.
Marie Stopes Uganda, which distributes and manufactures Lifeguard condoms, said the campaign seeks to make HIV prevention part of everyday conversations among young people by encouraging them to protect their health in the same way they protect their ambitions, finances, careers and relationships.
“Every week, new HIV infections continue to remind us that prevention remains everyone’s responsibility. Through Guard Your Game, we want to inspire young people to protect what matters most by making informed decisions and embracing positive behaviours that safeguard their future,” Marie Stopes Uganda said.
According to figures cited by the organisation, Uganda records an estimated 37,000 new HIV infections annually, while Wakiso accounts for about 2,000 cases. The organisation also cited recent reports estimating that Kampala records approximately 211 new HIV infections every week.
Marie Stopes Uganda said the figures underscore the need to strengthen HIV prevention, awareness and access to protective options, particularly among young people.
The campaign is also intended to create conversations around responsible choices and personal health, with the organisation urging young Ugandans to take an active role in protecting themselves and their partners from HIV and other sexually transmitted infections.
The launch in Wakiso featured community activations, entertainment, games, road drives and digital engagement activities. The campaign will subsequently move to other parts of the country, including Western Uganda, the Albertine region, Eastern Uganda, Northern Uganda and West Nile.
“HIV is real, STIs are real, and as a company and as a brand that is coming to you in the market, we are saying, please continue to protect yourself.We all have different lifestyles and different goals in life, but as you are achieving whatever goal that you have in life, we would like for you to continue to protect yourself.”
Marie Stopes Uganda has also partnered with DJ, television personality and radio host Ssuuna Ben to lead the campaign’s digital amplification. He is expected to use his social media reach to promote real-time conversations around HIV prevention and encourage young people to participate in the campaign using the hashtag #GuardYoGame.
The campaign also marks the continued promotion of Lifeguard condoms following a pack redesign introduced last year. Marie Stopes Uganda said the new wallet-sized packaging is designed to make the product easier to carry discreetly.
During the six-week campaign, the organisation said Lifeguard condoms will be available for Shs700 at designated campaign activations, compared with the stated recommended retail price of Shs2,000. The organisation noted that prices at retail outlets may vary depending on location and distribution margins.
The campaign’s message is summed up in the Luganda phrase “Kuma kazanyo ko”, encouraging young people to protect their game while pursuing their goals.
Marie Stopes Uganda says the nationwide campaign is intended to combine community engagement and digital conversations to keep HIV prevention visible among young people and promote choices that can help safeguard their health and future.
