Nearly three-quarters of Uganda’s population is under the age of 25. Half of Ugandan women and nearly four in 10 men aged 15–19 have had sex. (Guttmacher, 2006). 25% of girls age 15 to 19 either have a child or are pregnant (UBOS & ICF International, 2017).
Young people more than anyone need sexual and reproductive health information and services. But social and cultural norms have largely prohibited parents and children from directly discussing sex, and SRH education in school is deficient. Harmful myths and preconceptions are rife, there is stigma around adolescent sexuality. Young people, especially women, are seen as promiscuous and shamed for seeking SRH information and services. In marriages, traditional gender roles prevail, prohibiting constructive dialogue about SRH issues.
The go-to format for promoting sexual health on TV is talk-shows, which tend to be tedious and unappealing to young audiences, likely to switch the channel to an upbeat music video show with higher production values and more entertaining content.