The Problem and Motivation Behind
“I started using my phone to take photos and made some money from it. I saved up enough to buy a small Sony camera, and that’s when I started teaching myself about photography—both through practice and online tutorials,” says Innocent.
Innocent Musema (25 year old) and his team “Waka Photography”, never imagined that their love for taking photos would evolve into a movement for environmental advocacy. Innocent’s journey into photography started back in 2018, when he first held a smartphone. At the time, not many youths in his village had smartphones—only about three of them did. Innocent began by taking photos of people and charging a small fee to print them in town. By time, he formed with his friends a team called “Waka Photography” to offer photography services in their villages.
Innocent and his team also used to take photos of beautiful landscapes in their villages, where they witnessed first-hand the devastating effects of environmental degradation: destroying forests, droughts, drying rivers, and unpredictable weather patterns leading to food shortages. “We saw our rivers drying up, rain patterns changing, and crops failing … People kept cutting trees, pollution was rising, and yet very little was being done to address these issues.” Innocent said. This was the moment of transformation that inspired them use the power of their lens to show the people how their own actions —cutting trees, and poor waste disposal—were causing the problems they faced.
The Innovative Solution
“We use our cameras not just to take pictures, but to tell stories that change perspectives … People see our work and start thinking differently about their role in protecting the environment.” Innocent (25 years).
When Innocent and his team joined the Youth Innovation Lab (YIL) under the EU-funded Project RED, they found it an opportunity to transform “Waka Photography” from just a photography business into environmental awareness volunteers’ movement. They used their visual storytelling skills to educate, inspire, and mobilise their peers and local communities for environmental conservation. “The mentorship we have received from Youth Innovation Lab (YIL) made us realise that we could use photography to show people the harsh reality of environmental damage and push for action … we couldn’t just document the problems. we had to use our platform to raise awareness and inspire change,” he reflects. Through the Youth Innovation Lab (YIL), they connected with other youth initiatives and organisations working on environmental conservation. They were also trained in media advocacy and resources mobilisation, learning to create impactful content and engage local leaders and advocate for policy changes related to environmental protection.
Innocent and his team set up a photography studio and an online platform on Facebook, called BTBT Media – A digital media space dedicated to raising awareness about environmental issues, showing their peers and local communities why it’s important to protect environment. Their platform has over 1,025 active participants, including youth, local leaders, and environmental advocates. Additionally, they have trained 25 of their peers in photography and environmental storytelling, giving them skills and tools to pursue photography as a career. They combined photography with business skills, so some members earn from offering photography and media services while fostering a sense of social responsibility towards the environment.
Innocent and his team used the revenues of their photography studio, mobilised local resources and developed partnerships with schools, local markets, and the community radio, launching several awareness raising initiatives, such as:
- Green Clubs in Schools – To foster environmental responsibility from an early age, Waka Photography set up Green Clubs in schools, where students learn about conservation and take part in eco-friendly activities.
- Tree Planting Campaigns – With support from the National Forestry Authority, they have distributed over 1,000 tree seedlings to schools and communities, combatting deforestation.
- Waste Management Committees – These groups work in local markets to educate vendors and the public about proper waste disposal, reducing pollution.
- Community Radio & Go Green Campaigns – Partnering with Radio Patches, Waka Photography has reached thousands with messages on sustainability.
- Green Celebrations – They introduced Green Birthdays, where instead of ordinary parties, people celebrate by planting trees—turning special occasions into moments of environmental impact.
As a result of their advocacy activities and initiatives, Innocent and his team gained visibility and credibility that enabled them to advocate the local government to take action for the environment conversation. According to Innocent, they encouraged the district sub-county office to enact an order that restricted tree-cutting without permission. They also attracted partners in the local government level, such as the District Environment Office, and members of the parliament to support their initiatives and address environmental issues in their community. Innocent himself has gained national and international recognition. “Last year, I was invited to the Netherlands to represent Ugandan youth. It was a moment that showed me how powerful our work has become …. I never imagined we would get this far” he shares.“
Lessons Learned and Addressing Challenges
- Being Proactive About Formalising Your Initiative: Initially, Waka Photography operated as an informal group, but their impactful activities and visible presence caught the attention of local authorities. This led the District Community Development Officer to encourage them to formalise their group by giving them a registration number. Youth-led projects should actively seek formal registration to gain credibility and access to more resources.
- Using Resourcefulness to Overcome Equipment and Funding Challenges: At first, the team only had basic cameras and smartphones, which limited their capacity. However, they were resourceful by applying for grants, hosting community events, and forming partnerships with local government and NGOs to gather the necessary support.
- Building Community Trust to Address Resistance: Waka Photography faced resistance when trying to change entrenched community habits. They overcame this by using relatable visuals and engaging the community through radio discussions. This approach gradually built trust and changed perceptions. Effective communication that resonates with the community is crucial when promoting change.
- Collaborating to Solve Logistical Challenges: Organising large-scale community events proved challenging for the Waka Photography team. They addressed this by forming strategic partnerships with local authorities and NGOs. These collaborations helped with planning, logistics, and event execution. Building alliances with community organisations and local government can reduce the burden on youth-led projects and ensure successful events.
Next steps and future aspirations
Innocent sums up their vision: “We don’t just want to be a project; we want to be a movement that lasts for generations.” With their rapid growth, Waka Photography has ambitious goals:
- Formalise as a Fully Registered Organisation – The process is already underway.
- Establish a Green Photography Studio – A fully equipped studio that generates revenue while promoting sustainability.
- Increase Tree Planting Campaigns – Their goal is to plant 5,000 trees in the next two years.
- Scale Up Green Celebrations – Encouraging more people to mark life events with tree planting.
- Expand the BTBT Media Platform – To include more interactive content, including documentaries and social media campaigns.
- Host an Annual Green Summit – Bringing together stakeholders to share knowledge and plan for a sustainable future.
- Strengthen Partnerships – Seeking collaborations with more NGOs, businesses, and government agencies.