Media Houses/Agencies (Uganda)

Terms of Reference

About StrongMinds

StrongMinds was founded in 2013 with the mission to provide life-changing mental health services to impoverished women in Africa where 66 million women are suffering from depression, and 85% have no access to treatment.

To address this, StrongMinds has implemented a simple, evidence-based and cost-efficient model of group talk therapy, based on group interpersonal psychotherapy (IPT-G). IPT-G is a psychotherapeutic model that has been empirically tested through a randomized control trial conducted in Uganda by Columbia and Johns Hopkins Universities, and subsequently endorsed by the World Health Organization as a first line treatment for depression in low- and middle-income countries.

StrongMinds Uganda (SMU) is a registered National NGO (S.5914/11746) that has currently treated more than 80,000 women, men, and young people – more than 75% of whom are now free of depression symptoms. StrongMinds Uganda activities are directed from its office in Kampala at Plot 30 Luthuli Rise, Bugolobi. StrongMinds Uganda has field presence in the following districts: Lamwo, Kotido, Mbale, Wakiso, Mukono, Kampala, and Iganga. Our latest field operations will also cover other districts like Mayuge and Mbarara in 2021.

Background on the media campaign

Our work experienced a major shift in 2020 due to the COVID-19 pandemic. StrongMinds was faced with the reality that while anxiety and depression were on the rise, our ability to treat women and educate communities was at a halt. In April, we launched our first-ever public education campaign to provide messages of support to those in need and to encourage positive coping strategies in the face of the pandemic. In addition to educating the general public on symptoms of depression, the campaign served as a referral source for teletherapy for vulnerable individuals experiencing mental distress.

Last year our campaign was built upon five animated videos that discussed the triggers and symptoms of depression. The videos served as tentpole content, from which we pulled audio for radio spots (translated into 9 languages) and graphics for social media. Separate share graphics were also produced in collaboration with the Uganda Ministry of Health to share on the MOH’s social media sites (Twitter and Facebook). Each piece of content included the same call-to-action (CTA). In Uganda, this was the *252 hotline and the StrongMinds WhatsApp chatbot.

Purpose of media mental health engagement

StrongMinds Uganda invites applications for shortlisting media houses/agencies with active internship in Lamwo, Kotido, Mbale, Wakiso, Mukono, Kampala, and Iganga, Mayuge, Mbarara, Soroti, Lira, Gulu, Arua among other districts. SMU will give priority to media houses/agencies with regional coverage in Lango sub region, Acholi sub region, Karamoja sub region, Teso sub region, West Nile, Busoga sub region, Western and central regions.

Job Requirements

Expectations of SMU

StrongMinds Uganda will expect applicant media houses/agencies to have a loyal listenership comprising youth, women and men. The applicants should demonstrate how their current radio programming leverages other forms of media interactions such as social media, willingness to integrate mental health inclusive talks/messaging in ongoing programming and commitment to promote paid media engagements for mental health to ensure active listenership.


The shortlisted media houses/agencies shall be our partners of choice for any media campaigns in each of those district or regions for period not exceeding 2 years.

Application requirements

Media houses/agencies with active presence in the above regions will be expected to share the following:

  1. Legal status and clean tax record
  2. Pricelists of key media services provided including radio spot messages, DJ mentions, talk shows among others.
  3. Proof of internship and population groups that actively follow the media house/agency’s programmes (Listenership for different programs high lighting peak times during the day)
  4. Demonstration of beyond station engagements – where media house organises community outreaches to build momentum for key programs and themes of the media house/agency
  5. Active social media presence (Facebook, WhatsApp, Instagram, Twitter among others) – proof of social media following for the media house/agency.
  6. References from at last 3 organisations which have conducted media campaigns with your media house.

All applications should be submitted by 9th March 2021 to StrongMinds Offices in Kampala or using our email: [email protected] Applications should write their Subject line in the following order: SMU/Media Shortlisting/2021/Name of your media company.

Physical deliveries shall be made during working hours at the gate of StrongMinds Uganda Offices located at Plot: 30 Luthuli rise Bugolobi.

Please note that this is shortlisting process and any applicant who attempts to influence the outcome of this process shall risk being dropped out of the shortlisting process.