The radio serial drama RockPoint 256 was officially launched at Ndere Cultural Centre in Kampala on 5 July 2005. The launch was well attended with more than 200 young people and adults in attendance.

First Lady of the Republic of Uganda, Hon. Janet Kataaha Museveni (Left).

Young people presided over the event; however formal addresses were made by the First Lady of Uganda, the USAID Mission Director, and the Executive Director of the Uganda AIDS Commission. The event was successful in raising awareness about RockPoint 256 and in promoting coordination in the development of sexual and reproductive health communication by and for young people.

The ceremony coincided with the launch of a media teaser campaign for the radio series. The teaser campaign included radio spots featuring local celebrity endorsements of the series, street pole signs in Kampala, 1,500 flyers distributed through stakeholder organizations, newspaper advertisements in all language newspapers and Straight Talk, as well as DJ mentions on all radio stations hired to broadcast the series. The teaser campaign ran into the first week of September, with radio spots and DJ mentions continuing into October.

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PROMOTION
Y.E.A.H. uses a variety of approaches to promote RockPoint 256, including radio announcements and advertisements, celebrity endorsements, radio talk shows, promotional items, newspaper advertisements, outdoor media, flyers, comic books and contests. Y.E.A.H. has produced radio promos that each radio station plays through the week. Popular DJs mention the radio series and invite listeners to tune in. About every three months, Y.E.A.H. organizes radio call-in talk shows featuring the actors who play the main Rock Point characters together with HIV/AIDS resource persons.

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Y.E.A.H. also organizes contests among listeners. In 2007, listeners were invited to answer questions about the characters and storylines in the drama. In 2008, Y.E.A.H. asked listeners to compose songs and poems about their favorite characters.

Find out more on RockPoint 256

• RockPoint Episodes
• RockPoint 256 launch and Promotion
• RockPoint 256 Scripting and production process
• RockPoint 256 Broadcast Schedule
• RockPoint 256 Listenership (Reach) and Effect

Rock Point 256 is an award-winning 30-minute radio serial drama for young people in Uganda that broadcasts weekly on 13 radio stations.

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The radio series was officially launched in July, 2005, by the First Lady of Uganda Janet Museveni, and began broadcasts in August that year. Since August, 2005, the series has continually broadcast, and has reached up to 50% of young people 15 – 24 in Uganda, according to a media survey conducted in September, 2007, by The Steadman Group.

Winner of the 2007 AfriComNet Award for Excellence in HIV and AIDS Communication in the Best Multi-Channel Communication category, Rock Point 256 tells the story of the people living in a fishing and farming community called Rock Point. The series is produced in English, Luganda, Runyankole/Rukiga/Runyoro/Rutooro, Lwo, and Ateso.

Rock Point is the imaginary trading center, much like any other town in rural Uganda, where the drama unfolds. It got its name because rocks are a very common feature of the Ugandan landscape, and because rocks are solid, firm, and steadfast; 256 is the country telephone code for Uganda, indicating the national identity of the series. The slogan for the series is “discover the rock in you.”

Find out more on Rock Point 256

• Rock Point Episodes
• Rock Point 256 launch and promotion
• Rock Point 256 Scripting and production process
• Rock Point 256 Broadcast schedule
• Rock Point 256 Listenership (Reach) and effect

NEW SPONSORS OF ROCK POINT