SMUG & Icebreakers Uganda
SMUG & Icebreakers Uganda
Having two CSOs collaborate on a campaign was a first at DATA4CHANGE, but the SMUG and Icebreaker team was able to collaborate on what has proven to be one of the most successful campaigns in both organisations’ recent history.
Both organisations have experience of working on mental health issues in the LGBT population in Uganda. SMUG run a project on Intimate Partner Violence (IPV) and the mental health repercussions from that and Icebreakers run clinics where clients come with physical and mental health issues.
Neither organisation had any substantial data on these issues but had a lot of qualitative reports and information. Together with their creative team they went on an open data hunt to create a joint campaign on mental health for the Ugandan LGBT community.
This project is a perfect example of how you can create something really useful and powerful using open data and adding CSO qualitative information to create something that resonates with the target audience. The team went on a joint data hunt and they found a number of datasets that they could use to generate a debate about mental health in the LGBT community, they included datasets from WHO, AFRO, Makerere University/Karolinska institute, National Alliance on Mental Illness, Annual Review of Clinical Psychology, UN Database on violence against women and more. Coupled with first person testimonies from Ugandan LGBT people suffering from mental health issues the team were able to create a data-driven campaign.
The campaign has three goals. Firstly, inform LGBT people how to recognise signs of mental health issues. This is because mental health is still a taboo subject and in some Ugandan dialects there is not even a word for “depression”.
Secondly, the campaign wanted to tackling the stigma of mental health in and tell sufferers that “you are not alone”. Thirdly, it wanted to provide concrete and practical help.
The team created a multiplatform campaign consisting of a mobile-first design website with easy to understand infographics and case studies, social media assets based on the data and case studies, interactive quiz that can be shared on social media and whatsapp, as well as a Facebook ChatBot and a Toll Free Help Line that people can call.
In addition to this the creative team helped the CSOs to design and print posters, T-shirts, pamphlets (available in English and Lunganda) and more. Although it was launched in December 2017, See The Invisible campaign is still going strong today and there is now an private Facebook support group that also does regular meet-ups in real life around Uganda where people can discuss mental health issues in a safe and supportive environment.