FROM CREATIVE VISION TO AWARD-WINNING REALITY

Creating ideas that shift markets and turn brands into award-winning industry leaders is the core philosophy that drives everything we do. CTA Space proudly secured a prestigious Silverback accolade at the 2025 Silverback Awards for our highly impactful “Solooza Always” campaign. Organized annually by the Uganda Advertising Association (UAA), this premier event celebrates exceptional marketing and communication feats across Uganda, validating our growth as a 360-degree powerhouse.

The Challenge: Breaking Stigmas While Fostering Sustainability
Competing in the Social Good Category, the campaign championed vital social behavior change by addressing a dual crisis: improving menstrual hygiene management in schools while simultaneously driving environmental conservation. Menstrual health remains a sensitive, often stigmatized subject that directly impacts girls’ school attendance, while empty plastic packaging continuously poses an environmental hazard. CTA Space set out to design an intervention that would dismantle these barriers, engaging students directly as active ambassadors of change rather than passive targets of a traditional advertisement.

The Strategic Mechanism: The Inter-School Challenge The creative brilliance of the campaign lay in its grassroots execution. Through an innovative, highly competitive inter-school challenge, students actively collected empty packs of Always sanitary pads throughout the academic term. This gamified approach single-handedly ensured safe, responsible disposal of packaging materials while building strong, healthy conversations around menstrual health within the school ecosystems. By rewarding 30 winning students with school fees worth 1 million Ugandan shillings each, the campaign successfully merged corporate social responsibility with powerful community action, providing tangible educational support to families.

Movements Over Advertisements: The Future of Brand Engagement The overwhelming success of the “Solooza Always” initiative proved that modern consumers, and the industry at large, gravitate toward brands that possess an authentic soul and a clear, actionable purpose. This landmark campaign did not just increase brand affinity and restore market supremacy for Always; it created a lasting behavioral blueprint for eco-friendly waste management and social empowerment across schools in the region. At CTA Space, we don’t just build ads, we build sustainable movements that uplift lives, alter market trajectories, and rewrite the rules of experiential marketing.