The concept of “I’m her keeper” often refers to a person taking responsibility for someone else’s well-being, safety, or emotional state. It implies a sense of guardianship, protection, and duty. This phrase can be seen in various contexts, from relationships where one person takes on a caretaker or protective role, to more metaphorical uses in which someone feels accountable for guiding or looking after another person.

The campaign was primarily developed through HCD processes including co-creation, iteration, pretesting, among others, to address low ANC attendance among adolescent girls and young women in the West Nile region. However, due to its effectiveness, it has also been adapted to address Female Genital Mutilation (FGM) issues in the Karamoja and Sebei regions as well as improvement of HPV vaccination among girls aged 10 years in the Busoga region. Even though rollout efforts continue, to date, the campaign has contributed to an increase in ANC attendance among priority audiences, promoted male involvement in ANC and pregnancy issues, enhanced community awareness and improved health care access among priority audiences.