The Uganda Advertising Association (UAA) has officially launched the 2026 Silverback Awards under the bold and aspirational theme, The Bold Rise, setting the stage for the most ambitious edition of Uganda’s premier celebration of excellence in advertising, marketing, public relations, media and brand communications.
In a symbolic departure from convention, this year’s launch took place aboard the Promote Uganda Double Decker Bus, taking invited guests on a journey through Kampala before culminating at the Makerere University School of Industrial and Fine Art, an institution that has produced generations of Uganda’s leading creative talent and continues to nurture many of the country’s emerging innovators.
Allen Ssempa, Chairperson, Silverback Awards 2026 says the launch on the move reflected the very spirit of the Silverback Awards.
“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.
The launch attracted leaders from across Uganda’s communications and business landscape, 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, agencies, media houses, marketers and other industry stakeholders, demonstrating a shared commitment to advancing Uganda’s creative sector.
The launch also featured an address by Preetesh Sewraj, Chief Executive Officer of the Loeries, Africa and Silverback Awards’ technical partner. He challenged Uganda’s creative community to continue producing work capable of competing on the continental stage, urging agencies, brands and independent creatives to raise both the ambition and quality of their ideas.
Delivering remarks on behalf of the private sector, Sarah Kagingo, Vice Chairperson of the Private Sector Foundation Uganda, highlighted the vital role of creativity and strategic communications in driving business competitiveness, investment and national development.
Unveiling this year’s theme, Peter Kazibwe, Chairman of the Uganda Advertising Association, said The Bold Rise is about choosing courage over comfort. It is about raising the standard of ideas, execution and ambitions.
He noted that this year’s awards challenge is for the industry to create work that delivers business results at home while earning recognition on the continental and global stage.
Key dates for the 2026 edition are: Entries Open: 20 July | Communication Industry Symposium: 5 November | Silverback Awards Gala: 6 November.
The Uganda Advertising Association is now inviting agencies, brands, public relations firms, media organizations, digital creators, production houses, designers and independent creatives from across Uganda to prepare and submit their best work when entries officially open later this month.
