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She observed that young people do not grow up within communication campaigns but within relationships, and their decisions are influenced by several factors, including what they believe, what their peers think, what their parents and partners say, and the social environment in which they live.

Charles Muganga, a final-year student in the Bachelor of Computer Science program at Uganda Christian University (UCU), finds himself deep in agriculture some days. Misunderstanding about what soil nutrients can yield the best crops and how data can clarify that brought him and other peers there.