The Challenges

Because of the lack of infrastructure in Uganda, such as paved roads and clean water, it is difficult for APCA hospice workers to reach their patients. Outreach efforts are often extraordinary, whether locating those in need of service on the dusty streets of Kampala or deep in the countryside. Using grassroots skills and simple networking tactics, APCA workers hone in on the neediest patients. In smaller villages the NGO organized group meetings; for example I attended one under a eucalyptus tree, where the organization shared information about hospices and holistic, palliative strategies. In the capital’s dusty, winding streets APCA agents would search to identify patients and treat them on the spot.

The Solutions

When I arrived APCA operated its communications efforts mainly through outreach without much dependence on media. To strengthen and extend the effort I created an e-newsletter for the hospices and redesigned the homepage of the APCA web site. The newsletter project was challenging because various readerships needed to be accommodated. The template had to be turnkey so APCA staff, relatively inexperienced in production, could continue to publish the newsletter after I returned to the U.S. The new e-newsletter allows for frequent updates and wider distributions. A lighter but also important task was accomplished in a visit to the Palliative Care Association of Zambia. We spent the day developing a logo and identity system including a color palette and visual guidelines. We also reconsidered the look and feel of the web site. PCAZ now has branded look to give credence and identity to their mandate, as a provider and supporter of holistic palliative care.