The Uganda Advertising Association (UAA) has launched the 2026 Silverback Awards under the theme “The Bold Rise,” in a move aimed at pushing the country’s creative industry towards higher standards of innovation, impact and global competitiveness.
Widely regarded as Uganda’s flagship platform for recognising excellence in advertising, marketing, public relations, media and brand communications, the awards are expected to draw participation from across the communications ecosystem.
In a break from tradition, this year’s launch was held aboard the Promote Uganda Double Decker Bus, with invited guests taken on a tour through Kampala before the event culminated at the Makerere University School of Industrial and Fine Art — a hub that has produced some of Uganda’s most influential creative talent.
Allen Ssempa, chairperson of the Silverback Awards 2026, said the unconventional launch reflected the evolving nature of the awards and the broader creative industry.
“The Silverback is one of Uganda’s most powerful symbols. By aligning this year’s awards with the tourism narrative, we are positioning creativity as a national asset that can project Uganda onto the global stage,” Ssempa said.
The launch attracted a cross-section of stakeholders from the communications and business sectors, including representatives from the Private Sector Foundation Uganda (PSFU), Public Relations Association of Uganda (PRAU), Uganda Tourism Board (UTB), Uganda Media Centre, as well as agencies, media houses and corporate brands.
Preetesh Sewraj, chief executive officer of the Loeries — the awards’ technical partner — challenged Uganda’s creatives to produce work that can stand out beyond national borders.
“There is need to raise both ambition and execution to meet continental standards,” Sewraj said, urging agencies, brands and independent creatives to consistently deliver high-quality ideas.
Speaking on behalf of the private sector, PSFU vice chairperson Sarah Kagingo highlighted the growing importance of creativity and strategic communication in driving business competitiveness and economic growth.
“Strong creative industries are essential for investment, brand positioning and national development,” she said.
Unveiling the theme, UAA chairman Peter Kazibwe said “The Bold Rise” is a call for the industry to embrace courage, innovation and higher standards.
“This is about choosing courage over comfort. It is about raising the bar in ideas and execution, and producing work that delivers results locally while earning recognition globally,” Kazibwe said.
The association announced that entries for the 2026 awards will open on July 20, followed by the Communication Industry Symposium on November 5 and the Silverback Awards Gala on November 6.
UAA has called on agencies, brands, public relations firms, media organisations, digital creators, production houses, designers and independent creatives to submit their best work.
The 2026 edition is expected to further cement the Silverback Awards’ role as a benchmark for excellence and a driver of growth within Uganda’s creative economy.
