Crown Beverages Limited (CBL) is seeking to increase access to information through wide radio ownership among Ugandans through the ‘’Nyongeza Aya Bass’’ promotional program.
Nyongeza Aya Bass, loosely translated as ‘’some more’’ is a promotional program that was launched immediately after ‘’Tukonectinge’’.
CBL manufactures several products including Pepsi cola, Mountain Dew, Mirinda fruity, Mirinda orange, Sting energy drink among others.
In the Nyongeza Aya Bass, millions of stereo radio cassettes and mobile phones with in built radios are the key prizes that will be awarded to lucky winners from the Mirinda Golden Crowns.
A person is required to buy a 300ml bottle of Mirinda and open the crown, whatever is under the crown is what they win and can be redeemed from any Pepsi depot or Total Petrol Station across the country.
Other prizes include solar lanterns, T-shirts, caps and DSTV subscription for two months and bottles of sodas. The program was launched in Gulu on 19th September and will run for three months until December 16th this year.
Tracy Kakuru Otatiina, the CBL Corporate Communications Manager says the company chose to award lucky winners with radio cassettes and mobile phones in order to increase access to information among Ugandans.
Kakuru said in an interview on Thursday that radio is the cheapest and fastest medium of communication which can be easily accessed by the local community compared to Televisions and News Papers.
She explains that CBL has partnered with Total Petroleum Company and earmarked UGX 1.5 billion for the promotion since information sharing and feedback on their products from the people are widely done through radio communication.
Haus Senkunku, the Acting CBL Manager for Northern Region says the radios will not only help Ugandans to share information with the company but also keep them aware of government programs, health issues, entertainment, education, service deliveries as well as security among others.
He adds that in radios, a person can call-in and interacts direct with their leaders, service providers or even makes choices of what they want as well as putting in their views on a discussion.
Senkunku adds that the free DSTV subscription is also one way through which the semi-elite can access information over the Television to make informed decisions.
Major Santos Okot, Lapolo the Gulu Resident District Commissioner says a radio if used well is necessary in development of a country since it gives platforms for everyone to be part of a discussion.
Last year, Nabinson Kidega the Lamwo Resident District Commissioner ordered all local chairpersons in Lamwo district to buy radio cassettes so that they can be compelled to listen to government programs on radios and share feedback to the public.
At least 75% of households in developing countries have access to radios according to a report by the United Nations Educational, Scientific and Cultural Organization (UNESCO).
There are about 44,000 radio stations worldwide; along with radios mobile phones are one of the most accessible forms of technology, covering over 70% of the world`s population.
AM/FM radio is heard by variety of decision influencers with 43% of respondents aged 25-54 saying they listen with their children, 38% listen with their spouse or partner.
The World celebrates Radio Day on every 13th of February.