brainchild Burson and MultiChoice Champion Strategic Digital Literacy at National ICT Innovation Hub.

In a rapidly evolving media landscape, where digital fluency is no longer optional but essential, we at Brainchild Burson were proud to stand at the forefront of change. From the 7th to the 10th of July 2025, in partnership with MultiChoice Africa Holdings—represented by MultiChoice Uganda—we hosted a transformative week-long strategic communications and digital skills workshop at the National ICT Innovation Hub in Nakawa. The event, designed as a two-part endeavour (07th–08th and 09th–10th July), brought together over 200 government spokespersons and public communicators across Uganda.

The initiative promoted digital literacy, responsible communication practices, and localised public messaging. We equipped participants with hands-on skills in crisis communication, visual storytelling, event communication, and content platformisation. These tools serve as lifelines in today’s communication landscape, where traditional and digital media shape public perception in seconds. “At MultiChoice Uganda, we recognise the critical role that communication plays in fostering informed public participation,” emphasised Hassan Saleh, Managing Director, MultiChoice Uganda. “Partnerships and collaboration are essential to building a future-ready communication ecosystem, and we are proud to support this initiative.”

Rinaldi Jamugisa, PR and Communications Manager at MultiChoice Uganda, added, “The broader aim of the MOU signed between the Ministry of ICT and National Guidance and MultiChoice is to enhance the local content sector in Uganda—by equipping communicators with the skills to tell authentic, impactful stories.”

As Brainchild Burson, we recognise the immense responsibility that lies with government communicators. In partnership with MultiChoice, we curated a programme that fused practical insights with strategic frameworks, enabling participants to respond proactively to public discourse while remaining grounded in authenticity and accuracy.

To enrich the experience, we welcomed a lineup of expert facilitators and guest speakers:

• Clifford Mugerwa, Digital Lead at Brainchild Burson, unpacked the power and potential of digital platforms, enabling communicators to meet audiences where they are.
• Adonia Waibale, Creative Lead at Fireworks Uganda, delivered an inspiring session on storytelling, showing how narrative craft can humanise government messaging.
• Denise Kayiraba led an immersive crisis communication workshop, simulating real-time response scenarios to strengthen participants’ reflexes and planning.
• Walter Wafula, Acting CEO at Fireworks Uganda, explored crisis trends, strategic response frameworks, and best practice case studies from across the continent.

At the heart of the training was a commitment to the local context. Uganda’s communicators must not only master global media tools but also root their messaging in national values, community understanding, and cultural resonance. This localisation is key to creating impactful, credible narratives that citizens can trust.

We are proud to have played a role in enhancing the professional capabilities of Uganda’s public sector communicators. This initiative is not the end—it is the beginning of a larger, ongoing journey toward a more informed, digitally literate, and strategically empowered public communication ecosystem.

With partners like MultiChoice, we continue to shape the future of communication in Uganda—one story, one skill, and one spokesperson at a time.