Marie Stopes Uganda is proud to announce the official launch of the newly rebranded Lifeguard condom pack today at a press conference held at their head office in Muyenga, Kampala.
This bold rebrand is designed to meet the evolving needs of Uganda’s youth, align with modern market trends, and deliver a stronger impact on public health challenges, such as HIV prevention, teenage pregnancy, and unintended pregnancies.
Since introducing Lifeguard in 1997, Marie Stopes has held the largest market share of socially marketed condoms in Uganda. For nearly 30 years, Lifeguard has reached millions with affordable, dependable protection that meets the World Health Organization’s highest quality standards.
This transformation follows an extensive consumer insights survey, which revealed a strong trust in Lifeguard Condoms but a growing demand for packaging and communication that resonates with the lifestyles and aspirations of modern youths, especially those in urban and peri-urban areas. We listened and have now responded to this need.
Speaking at the press conference, Marie Stopes’ Country Director, Dr Peter Ddungu emphasized that Lifeguard’s rebrand is not just a change in design but also a renewed commitment to empowering young people with access to safe, reliable, and affordable reproductive health options.
“Recent findings from the 2024 Performance Monitoring for Action (PMA) Survey show that 24.3% of young people who accessed contraceptive services, including condoms, received no information about available methods or side effects. This is a gap we’re determined to close,” said Dr Ddungu. “Young people want products that reflect who they are and that’s why we’ve reimagined Lifeguard with vibrant, youthful packaging and messaging that resonates with them.”
The new Lifeguard pack introduces a new product tagline, “Passion Protected,” which emphasises the balance of pleasure and protection. It also features an eye-catching campaign message, “Unleash Your Wild Side,” designed to engage youth culture with a tone that’s bold and fun.
As the country’s most trusted condom brand, Lifeguard continues to play a critical role in HIV prevention, preventing unintended pregnancies, and promoting healthy relationships.
“Every Lifeguard condom sold is more than just a product. It’s a promise of protection, an empowered future, and a choice respected. This rebrand is a bold step forward as we align with evolving consumer preferences while ensuring that health remains at the heart of our mission,” added Dr Ddungu.
The Lifeguard rebrand will be supported by a multi-channel behavioural change campaign targeting young people with accurate sexual and reproductive health information, guidance on relationships, and confidence to make informed choices.
For more information on where to find the product, call toll-free on 0800 227 333 or WhatsApp us at 0707 713301.
