Streamlining content production

As part of the marketing team for Rocket Health, a pioneering telemedicine platform in Uganda, I spearheaded the digital marketing efforts for the "Awo Ku Near" campaign, a 360-degree initiative to reintroduce the brand "Access Healthcare where you are, any day, any time at your convenience", expand into a new market segment leading up to the launch the new physical clinic in Kyetume, Gayaza. The campaign, named after the Luganda phrase meaning "right there near you," aimed to communicate easy access to high-quality, affordable healthcare accessible to semi-urban and rural communities by blending digital innovation with in-person care.

Photo: The campaign lead graphic featuring celebrity Allan Toniks (The official campaign brand ambassador of Rocket Health Uganda)

Rocket Health, founded in 2012, addresses Uganda’s healthcare challenges, including a low doctor-to-patient ratio (1:25,000), long travel distances to urban hospitals, and high transport costs. The COVID-19 pandemic accelerated demand for telemedicine but highlighted the need for hybrid models combining digital and physical services. The Gayaza Clinic launch was a strategic expansion to bring comprehensive care, consultations, lab tests, pharmacy services, and vaccinations closer to underserved communities, reducing barriers and supporting Rocket Health’s mission to transform healthcare access across Africa.

The Campaign Strategy

The "Awo Ku Near" campaign was designed to drive awareness, build trust, expand into a new market segment, and engage diverse audiences by leveraging a culturally resonant, multi-channel approach. The strategy centered on three pillars: local relevance, using the Luganda tagline and celebrity ambassador Allan Toniks to connect with communities; integrated digital and offline reach, combining social media ads, Out-Of-home, and a TVC with live events and community promotions; and accessibility focus, highlighting the services' proximity and affordability to appeal to both urban and semi-rural users. By aligning creative assets with Rocket Health’s brand and tailoring content for platforms like YouTube, Facebook, and X/Twitter, the campaign aimed to maximize visibility and drive immediate Rocket Health service and physical clinic adoption.

Watch the TVC.

My Contributions:

• Developed, designed, and executed a digital strategy with targeted ad campaigns across social media platforms (Facebook, X/Twitter, LinkedIn, YouTube, SMS, Email, and WhatsApp) to drive awareness and engagement. Crafted compelling ad copy and visuals that resonated with urban and rural audiences, emphasizing the clinic’s proximity and reliability with the "Awo Ku Near" tagline.

• Curated high-quality imagery to showcase the clinic’s modern facilities and community-focused services, ensuring visuals aligned with Rocket Health’s brand identity and appealed to diverse demographics.

• Led the creation of eye-catching billboard designs, strategically placed along routes like Gayaza-Kalagi Road, to maximize local visibility and reinforce the campaign’s message of accessibility and trust.

• Led the collaboration with Fine Media to produce a television commercial (TVC) and the "Rocket Health Awo Ku Near" YouTube video. Oversaw creative direction, ensuring the TVC captured the campaign’s vibrant energy, featuring brand ambassador Allan Toniks and his hit song "Awo."

• Cross-Functional Collaboration: Partnered with Rocket Health’s leadership, Fine Media, and celebrity ambassador Allan Toniks to align digital and offline efforts, including live-streamed launch events and community health promotions, creating a cohesive campaign that drove immediate clinic uptake.

Impact

The campaign successfully positioned the Gayaza Clinic as a trusted healthcare hub, boosting Rocket Health’s visibility and user adoption in a new market. By integrating digital strategies with culturally resonant creative assets, I helped bridge telemedicine and in-person care, contributing to Rocket Health’s growth in Uganda’s competitive healthcare landscape and supporting their broader vision of pan-African expansion.