At Infomercial Communications and Media (ICM-Agency), Our passion is derived in creating stories of social impact. Our recent project with Next Level and Action for Development (ACFODE) on the Model Couple Approach in Uganda showcased this mission. This initiative addressed domestic violence and promoted gender equality, blending our storytelling with a cause that deeply resonates with us.

While at it, we learnt that parts of Uganda central and western regions, like Kigezi, harbor hidden struggles of domestic violence beneath their beautiful landscapes. This project highlighted these struggles, emphasizing the need for change.

"Running to the police is costly and seldom resolves the issue, but the Model Couple Approach has strengthened our community standing. People now value us," Gift shared.

The Model Couple Approach (MCA) transforms the lives of couples who have faced family conflicts. By leveraging the influence of couples who have overcome similar challenges, MCA fosters empathy and understanding. These model couples work with cultural leaders, religious figures, and community duty bearers to combat systemic violence and promote positive change.

Our journey documented powerful stories. Beneficiaries like Gift Atuhaire highlighted MCA's impact. "Running to the police is costly and seldom resolves the issue, but the Model Couple Approach has strengthened our community standing. People now value us," Gift shared.

Uganda’s societal structure perpetuates male dominance and subordinates women, fueling domestic violence. MCA partners with local organizations and women’s groups to dismantle these norms by empowering communities. ACFODE’s Executive Director, Bafaki Regina, noted, "Many men don’t realize that violating women’s rights is an abuse."

MCA’s comprehensive approach integrates communication, empathy, and conflict resolution, promoting understanding and dialogue. This cost effective method empowers families to address issues, fostering harmony. Betty Hakusuma, a child and protection police officer, said, "Model couples have earned the trust of the locals. Even in my own marriage, I’ve become a better listener and communicator thanks to the skills I’ve learned."

The MCA, in partnership with ACFODE, We Effect, and funded by the European Union, ran from July 2020 to June 2023. Infomercial Media was honored to capture this impactful project through photography and videography, amplifying voices championing gender equality and the protection of women’s and children’s rights.