The Uganda Advertising Association (UAA) has officially launched the 2026 Silverback Awards under the theme 'The Bold Rise', calling on Uganda's creative industry to raise the standard of innovation and produce work capable of competing on the continental and global stage.
The awards, regarded as Uganda's premier platform for recognising excellence in advertising, marketing, public relations, media and brand communications, were unveiled during a unique launch event held aboard the Promote Uganda Double Decker Bus.
The mobile event took invited guests on a tour of Kampala before concluding at the Makerere University School of Industrial and Fine Art, a renowned institution that has produced many of the country's leading creatives.
Speaking at the launch, Silverback Awards 2026 Chairperson Allen Ssempa said the unconventional venue reflected the spirit of the awards and highlighted creativity as one of Uganda's national strengths.
"The Silverback is one of Uganda's most powerful symbols. By aligning this year's awards with the country's tourism story, we're celebrating creativity as another national asset capable of taking Uganda to the world," Ssempa said.
The launch attracted key players from Uganda's communications, marketing and business sectors, including representatives from the Private Sector Foundation Uganda (PSFU), the Public Relations Association of Uganda (PRAU), the Uganda Tourism Board (UTB), the Uganda Media Centre, Pepsi, Uganda Breweries Limited, advertising agencies, media organisations, marketers and other industry stakeholders.
The event also featured a keynote address by Preetesh Sewraj, Chief Executive Officer of the Loeries and the Silverback Awards' technical partner.
He challenged Uganda's creative community to produce work that can compete with the best on the African continent, urging agencies, brands and independent creatives to raise the ambition, originality and quality of their ideas.
Representing the private sector, Sarah Kagingo, Vice Chairperson of the Private Sector Foundation Uganda, emphasised the importance of creativity and strategic communication in strengthening business competitiveness, attracting investment and supporting national development.
Launching this year's theme, Uganda Advertising Association Chairman Peter Kazibwe said The Bold Rise represents a commitment to pursuing excellence and innovation.
"The bold rise is about choosing courage over comfort. It is about raising the standard of ideas, execution and ambitions," Kazibwe said.
He noted that this year's challenge is for Uganda's creative industry to produce campaigns and ideas that not only deliver measurable business results locally but also earn recognition on regional and international platforms.
The association also announced the key milestones for the 2026 awards cycle.
Submission of entries will officially open on July 20, followed by the Communication Industry Symposium on November 5 and the Silverback Awards Gala on November 6.
