Funded by the Bill and Melinda Gates Foundation, Ambition Mission was a behavioural change campaign with the objective to inspire youth aged between 15-25 years to stay tobacco-free and achieve their personal ambitions and dreams in life. Limelight was commissioned to run a 360-degree campaign partnering with key suppliers; Buzz Events and MIATV.

Ambition Mission was launched in November 2014 and ran to October 2015. The movement was officially launched on 6th December 2014 at a huge event known as the Leavers Rock which attracted over 7,500 teens. The event featured some of Ugandas’ most popular brands and singers as well as sports stars, all with a huge teen following.

Highlights included:

• In-school activations in over 50 schools in Kampala and upcountry,
• Van and rig activations in all major towns in East, Central, North and South
• 12 brand ambassadors including Eddy Kenzo, Maxime Van Pee, Maurice Kirya, Apass, Juliana Kanyomozi, Mun G, Irene Ntale etc.
• Two published magazines, a Mobi site and Facebook page that hit the 100k following.
• Over 100k followers on Facebook