Pivot Media & Marketing has once again cemented its position as one of Uganda’s leading strategic communications agencies after winning the Public Relations category at the SilverBacks 2025 for the groundbreaking She Walks campaign executed in partnership with Johnnie Walker Uganda. The awards are organised by the Uganda Advertising Association to recognise outstanding work in the creative industry.
Both the Johnnie Walker She Walks campaign and the Tusker Lite Mt. Rwenzori Marathon project, also executed by Pivot, were finalists in the same category, underscoring the agency’s ability to lead the field with multiple standout campaigns in a single year.
This win marks Pivot Media’s second award in the PR category within three years, reaffirming the agency’s reputation for delivering culturally resonant, insight-driven, and high-impact public relations work.
The She Walks campaign set out to tackle a long-standing cultural perception: whisky as a “man’s drink.” For decades, whisky spaces, from bar counters to advertising, were dominated by masculine cues that unintentionally excluded women, despite their rising economic power and social influence. Pivot took on this challenge with a bold ambition: to reframe whisky culture in Uganda into an inclusive, progressive, and aspirational space for women, without compromising Johnnie Walker’s premium stature.
Inspired by Johnnie Walker’s timeless ethos, Keep Walking, She Walks was born, a movement grounded in the cultural truth that Ugandan women are already shaping leadership, sport, media, entrepreneurship, and creative expression. She Walks became more than a campaign; it became a rallying cry for inclusivity in whisky culture, celebrating women who embody progress and championing the belief that whisky is for everyone who dares to move forward.
Through targeted media relations, purposeful storytelling, and strategic amplification, She Walks secured extensive coverage across high-value news, business, lifestyle, and social platforms, successfully democratizing Johnnie Walker as a spirit that celebrates bold steps, regardless of gender.
Speaking on the award, Sandra Lamwaka, PR Manager at Pivot Media & Marketing, stated:
“We are honoured to be recognised once again for our commitment to culturally mindful and impactful PR. She Walks challenged norms, sparked important conversations, and demonstrated the role of strategic storytelling in shifting culture. This award belongs to our dedicated team, our partners at Johnnie Walker, and the incredible women who keep walking.”
Pivot Media’s continued recognition reflects the agency’s passion for innovative communication, strategic thinking, and crafting powerful narratives that inspire progress.
