Uganda had the voices. We just went looking.

The task

Next Radio 106.1 needed new voices. Not recycled talent. Not industry insiders. Fresh, confident, electric personalities from across Uganda who could own a microphone and hold a room, people who hadn't been discovered yet because nobody had gone looking properly. The mandate: find them. And turn the search itself into a campaign.

The approach

This wasn't just a recruitment exercise. It was a brand repositioning. Next Radio needed to be seen as youth-driven, opportunity-giving, talent-developing and digital-first, all at the same time, through one campaign that actually delivered results.

What we did

The mechanics were beautifully simple: record a 30-second skit, post it on social, tag Next Radio, use #TheNextBigVoice. Low barrier to entry meant more submissions. More submissions meant organic reach. Then online submissions, shortlisting and live auditions at Next Media Park, judged by Patrick 'Salvado' Idringi, Cleopatra Koheirwe and Dr. Mitch Egwang. Cross-platform promotion amplified every stage.