KARAMOJA
16th,JUNE,2026
In April this year, President Yoweri Kaguta Museveni commissioned a clinker factory in Moroto district, Karamoja sub region which manufactures clinker a material which makes 85 percent of cement.
After the launch, Yaobai International, holding the owners of Yaobai cement factory contracted a yet to be identified advertising agency to advertise and promote Yaobai cement Karamoja.
The Agency used one Eddie Kiwanuka in the advert , dressed in Karimojong regalia.
This has angered many Karimojongs blaming Yaobai cement company for the cultural misrepresentation.
In the document titled “YAOBAI CEMENT KARAMOJA ADVERT — A CALL FOR CULTURAL ACCURACY AND RESPECT “, circulating in different WhatsApp groups reads;
“We, the people of Karamoja, have noted with deep concern the recent advertisement by Yaobai Cement Uganda featuring a model dressed in what is portrayed as Ngikarimojong traditional attire.
While we welcome investment, job creation, and industrial development in Moroto and across Karamoja, we reject any form of development that comes at the cost of our dignity and cultural identity.
The Misrepresentation:
The document reads “The advert in question uses Mr. Eddie Kiwanuka, a non-Karimojong, dressed in regalia that misrepresents Ngikarimojong culture. The multi-colored beaded necklaces and the headgear depicted are traditionally and specifically worn by Ngikarimojong _women_ — not men. Presenting a male figure in female attire and branding it as “Karamoja” is culturally inaccurate, misleading to the public, and offensive to our people”.
Culture is not a costume. Each bead, each color, each piece of attire carries meaning tied to age-sets, marital status, and social roles. To distort that meaning is to erase the knowledge of our elders and confuse our children.
The Deeper Issue:
This advert reveals a troubling pattern: decisions about Karamoja being made without Karamoja. Our region is rich with talented models, photographers, cultural experts, and elders. We have men and women who can represent us with accuracy and pride. To overlook them while extracting from our land sends a message that our people are good enough to mine, but not good enough to represent.
Our Position:
We are not opposed to Mr. Eddie Kiwanuka as an individual. Our concern is the misuse of our cultural symbols.
We are not against Yaobai Cement’s presence in Moroto. We are against being misrepresented in our own home.
In the document, Karimojongs demands the following.
Immediate withdrawal of the current advert from all print, digital, and broadcast platforms.
A formal public apology to the Ngikarimojong people for the cultural misrepresentation.
Meaningful engagement with Karimojong cultural leaders, elders, and creatives before any future campaign involving our identity.
Commitment to local content* by prioritizing Karimojong talent in advertisements that claim to represent Karamoja.
“We believe this error was made out of lack of consultation, not ill intent. Now that it has been brought to your attention, we expect Yaobai Cement to act swiftly and responsibly”. The document stated.
Further, the document reads, True partnership is built on respect. The same way cement must be mixed to the right standard, messaging about people must be grounded in truth. Let us build Karamoja together — with concrete and with respect.
Signed,
Concerned Sons and Daughters of Karamoja
But the authors of the document are yet to be identified.
Yaobai cement Karamoja plant is located in Nadunget sub county, Moroto district.
Yaobai cement factory processes local limestone into clinker, the primary ingredient in cement and transports it to Njeru in Buikwe district grinding station to be bagged and distributed across Uganda and neighboring countries.
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