The gist:

The Uganda Tourism Board’s messages were often seen as too functional and formal, leading to lower engagement from the public.

We recognised the need for a more approachable and relatable communication style.

The fix:

As a solution, we created a mascot named Sema, portrayed as a friendly tour guide. Sema was designed to soften the tone of the messages, making them more engaging and easily understandable, ultimately encouraging greater acceptance from the audience.

Agency: TBWA\Uganda