The Stanbic National Schools Championship (NSC) Season 10 has been crowned the Most Effective Campaign of the Year at the prestigious African Marketing Confederation Awards held in Mombasa last weekend. The award, a significant accolade, recognizes the campaign that demonstrated the most notable business impact through the strategic use of technology, data, and innovative approaches.
The championship, an initiative spearheaded by Stanbic Bank Uganda and executed by MetropolitanRepublic Uganda (MRU), won Gold in the category. It outshone other strong campaigns like MiOne Product Launch (Silver), also executed by MRU and Zimbabwe’s OK Grand Challenge (Bronze).
With Uganda’s youth making up 73% of the population and facing challenges like high unemployment, Stanbic Bank launched the NSC as a transformative platform aimed at empowering the next generation of innovators and job creators. The campaign surpassed expectations, onboarding more than 260 schools within two weeks and reaching an audience of nearly 4 million through its digital push and partnership with NBS’ Youth Voice docu-series.
MRU, the creative agency behind the campaign, developed a comprehensive storytelling strategy to align the championship with the new curriculum while showcasing real-life success stories of past and present participants. The campaign’s digital strategy also shone, generating over 1.9 million reach.
Joyce Moriku Kaducu, State Minister for Primary Education, launched the campaign at a high-profile event in Arua District in May this year. The championship’s multimedia strategy continued through teacher training, student bootcamps, and an engaging grand finale that captivated audiences across multiple platforms.
MRU’s PR Manager Peter Mwayi stated that the agency was proud to work with Stanbic Bank as it drives youth empowerment through the innovative campaign which has solidified its place as one of Uganda’s leading educational initiatives.
