Diana Kibuuka, a Ugandan radio and podcaster, passionate about climate change storytelling. Courtesy photo.

For more than two decades, Diana Kibuuka has been a popular voice in Uganda’s broadcasting, using radio and, more recently, podcasts to bring critical environmental issues to public attention. Recognising a major gap in climate change coverage, she took it upon herself to amplify these stories.

“In Uganda, climate change stories are often treated as an afterthought. Editors see them as ‘by the way’ stories, even though they affect everyone,” she explains.

Her transition into climate change reporting was gradual but deliberate. With a background in journalism that began in 2002, Diana spent years honing her skills through on-the-job training before earning her degree in journalism in 2017. Her deepening passion for environmental reporting led her to major platforms such as COP27 in Egypt, where she gained valuable insights into global climate challenges and solutions.

Determined to create more space for environmental storytelling, Diana launched Dina’s Planet in 2023 – a podcast dedicated to climate change, conservation and sustainability. Through long-form features and engaging interviews with experts, she explores pressing topics like waste management, deforestation, and renewable energy, connecting them to the daily realities of Ugandans.

“I want to target every citizen, but particularly the youth,” she states. “The youth often feel their voices aren’t heard, but through my podcast, they can share their ideas and grievances with the world.”

For Diana, the decision to focus on audio content was intentional. “I want people to focus on the message, not the messenger. The power of the voice is stronger than people realise.”

Radio’s role in climate awareness

Diana Kibuuka strongly believes in the power of radio as a medium for climate advocacy. “I realised that radio reaches far, even to the lowest person in society who can’t afford to watch TV,” she says. The accessibility of radio allows her to connect with a diverse audience, including people she never expected to engage with. “I always get feedback from people in the most unexpected places – ‘I was travelling in a taxi and I heard you on the radio,’ or ‘I was seated at a small bar joint and I heard you talk about climate change.’”

To Diana, engaging an audience is about powerful storytelling. “If you get to know your audience, you suit your creativity to match them. If you use the usual formats, people won’t listen to you. You have to attract the person to the topic first, then introduce the serious issues.” She understands that climate change can seem like an abstract, distant issue to many, so she uses relatable and engaging narratives.

For example, instead of beginning a discussion on deforestation with dry statistics, she might start with a story about a displaced ape struggling to survive. “It’s about bringing people to the place and time, making them feel the impact before introducing the data and policies.” This approach helps listeners connect emotionally, making complicated environmental issues more tangible and urgent.

Diana is also acutely aware of the changing media landscape and the growing competition from short-form video content on platforms like TikTok. “If radio is to continue competing, the style in which we’ve been telling stories must change. Language and tone matter.” She believes audio storytelling must evolve by becoming more dynamic and conversational to maintain relevance in an era of fast-paced digital consumption.

While radio remains an essential tool, Diana also sees the potential of podcasts in reaching younger, tech-savvy audiences. “Radios are affordable and reachable. Even my mother in the village can listen to a radio while digging. It’s a medium that speaks to everyone, regardless of education or income.”

Podcasts, on the other hand, offer a modern, youth-friendly platform. “Young people are moving away from traditional radio, but they embrace podcasts. It’s a way to meet them where they are.” This is one of the reasons she created Dina’s Planet, an audio-only podcast dedicated to environmental storytelling. “I want people to focus on the message, not the messenger. The power of the voice is stronger than people realise.”

Overcoming challenges and finding hope

Despite her dedication, Diana has faced significant challenges in securing space for climate stories in mainstream media. “Radio in Uganda is taken up by politics, sports, and entertainment. Even advertisers and sponsors don’t want to pay for climate change, environmental, or health stories. There are only a handful of editors who truly understand the importance of these issues,” she explains.

At CBS FM, where she works, Diana and her editor have been pushing for climate stories almost single-handedly. “Since 2017, I’ve had a segment on climate change every Wednesday. It’s in the news bulletin, but only for two minutes – and they even wanted to cut it to one minute and 20 seconds. Every Thursday at 5:00 a.m., I get a chance to do a more detailed 10-minute segment. Surprisingly, despite the early hour, it’s very popular.”

The journey to securing airtime wasn’t easy. “We started with a funny story about a chimpanzee that had become domesticated and was caught drinking alcohol. It seemed like an ‘unserious’ story, but it helped me convince my team that environmental issues could be interesting and engaging. That opened doors for me to do more serious reporting.”

However, outside of special days like World Environment Day, climate stories are often deprioritised unless a high-profile figure, such as the President, comments on them. This constant struggle for visibility requires persistence and creative strategies to keep the conversation alive.

Beyond airtime constraints, Diana’s journey hasn’t been without personal challenges. Balancing her work at CBS FM with Dina’s Planet requires careful time management. “I have to plan my days very carefully to make sure both platforms get the attention they deserve.”

Another major hurdle is finding experts who are both knowledgeable and available. “Sometimes, by the time they’re ready to speak, the topic has lost its urgency,” she admits. The nature of the news cycle means that securing timely insights from scientists or policymakers can be difficult, often forcing her to find alternative ways to keep discussions relevant and engaging.

More climate reporters needed

Diana is one of the few journalists in Uganda consistently reporting on climate change. “We are still very few journalists interested in environmental issues. And even among those few, commitment is lacking. Some ask, ‘Is there money in this? How can I benefit?’ If there’s no financial incentive, they lose interest.”

Diana Kibuuka at work, broadcasting her weekly environment news segment. Courtesy photo.

She is also critical of the broader media landscape. “Most radio stations are owned by businesspeople who don’t truly understand the media industry. They only care about how much they’re making from commercials. There’s no capacity building, so many journalists remain stuck in the skills they learned in college, with no innovation.”

Diana believes that even young journalists are not fully taking advantage of digital platforms to expand their reach. “Not every young journalist is interested in using digital tools to make their stories more accessible and engaging. But radio stations in this era can’t afford to ignore digital media skills. Some of us have had to train ourselves to understand how things work. I trained myself—and I’m still learning!”

Inspiring change through action

Despite the hurdles, Diana’s work has already inspired real change. One listener, Johnson Thembo Puruka, was so motivated by her podcast that he launched Green Totos Uganda, a platform promoting climate education in schools. Together, they’ve organised tree-planting initiatives and workshops to empower youth to use social media for climate advocacy.

“It’s proof that even small actions can create ripple effects,” Diana says.

Her message is clear: everyone has a role to play in combating climate change. “You don’t need a lot of money or resources. Plant a tree, manage your waste, or simply speak up. Small actions can make a big difference.”

She also calls on media houses to prioritise climate stories. “Climate change is a global issue that affects us all. Radios and podcasts have the power to reach the lowest person in society. We need more airtime to talk about these issues.”

Through Dina’s Planet and her work on radio, Diana Kibuuka is sparking conversations, inspiring action, and proving that one voice can indeed change the world.

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