Success Cards and the Rise of Materialism: Are We Losing the Tradition's Essence?

What began as a humble tradition of sending encouraging messages to students preparing for national examinations has transformed into a spectacle of extravagance. For decades, success cards—simple and heartfelt—played a crucial role in boosting candidate’s morale as they faced the pressure of academic performance. 

Anita Ayebare, a teacher at Makerere Primary School, says that success cards were seen a positive gesture for candidates, serving as a meaningful way to show appreciation and extend well wishes. She emphasizes that these cards symbolize encouragement and support during a crucial time in a student's academic journey. 

//Cue in; “Eh success cards... 

Cue out...going to.”// 

Ayebare explains that success cards have gradually become a significant part of the national examination tradition, particularly at the primary and secondary levels. She notes that the cards, traditionally feature simple messages like “We wish you success,” are typically sent by family, friends, and teachers, sometimes accompanied by small, useful gifts such as pens, pencils, or geometry sets.

“It used to be simple—a straightforward card with a few encouraging words. But these days, things have become more complicated. Parents are now bringing items you wouldn’t usually associate with success cards,” Ayebare observed. 

As the teacher pointed out, this once modest practice has drastically changed. In recent years, parents have elevated the tradition, transforming what was originally a thoughtful gesture into a lavish display of wealth, often accompanied by elaborate photo shoots. 

Today, it's not unusual to see parents arriving at schools with flowers made of money, expensive gadgets, and even luxury items as part of their success card packages. Social Media groups buzz with shared images of these elaborate gifts, showing off what parents have bestowed upon their children. This year, the excess reached new levels when one student was gifted a car as part of their exam success celebration—a stark departure from the tradition's original intent.

Annet Nabulya, resident of Kavule, Kampala, shared her thoughts on the matter noting that "It’s becoming less about supporting the children and more about impressing other parents." Tony Mukasa Lusambu, former commissioner at the Ministry of Education, has observed the evolving trend of success cards, noting that it is part of the broader changes brought about by the liberalization of education. 

He explains that as consumer culture and social media have expanded, the simple ritual of sending success cards has transformed. "Some of these changes are driven by social media, which has amplified the need to 'outdo' others," Lusambu said. 

"Parents are eager to showcase their efforts to friends and family online. Photos of children surrounded by flower bouquets made of money, smartphones, and other expensive gifts are widely shared in WhatsApp groups, further fueling this competitive spirit." 

Mukasa Lusambu added that the rise of such extravagant gestures has put additional pressure on parents, who now feel compelled to match the grandeur of others. To him, what started as a thoughtful tradition has morphed into a form of social competition, with some parents fearing their children might feel inadequate or left out if they don’t receive equally lavish gifts. 

The former commissioner, expressed concern over the emerging trends and emphasized the need to put an end to these practices. He suggested that schools should take the lead in discouraging parents from adopting such excessive gestures. 

//Cue in; “This are things... 

Cue out...our community.”// 

Irene Atukunda, a parent, believes that the extravagant gifts given to candidates during exam season may be meaningless. She suggests that if parents want to give their children significant gifts, they should do so as a reward for achieving good results, rather than before the exams. For the exam period itself, Tumwebaze advocates for keeping things simple and placing more emphasis on encouragement and prayer, rather than material offerings. 

//Cue in; “Ekisinga saala... 

Cue out...ebibuuzo.”// 

The debate over extravagant gifts has also sparked differing opinions among students. While some children support receiving gifts and money along with success cards, a few are content without them. Patience Tumwebaze, a Primary Seven candidate, said that success cards should be a must, but gifts should depend on the parents' choice and financial ability. 

"If my parents can afford the gifts or money flowers, they can bring them. If not, they can just get me a simple success card," Aisha said, noting that this has become the norm at her school. On visitation days, parents who are financially able bring both gifts and success cards, while others stick to simpler cards. This escalation raises concerns not only about the financial strain on families but also about the messages being sent to students.

Instead of focusing on the exams and their future, some students are increasingly concerned about the material rewards they’ll receive. While some students enjoy the attention and the lavish gifts, educators and psychologists have expressed concerns about the long-term effects of this trend.

Anthony Muwagga Mugagga, a professor of education and the principal of the College of Education and External Studies (CEES) at Makerere University, said that the focus on material rewards can shift students’ priorities, making the exam process more about the gifts they expect to receive rather than their performance and hard work.  

“Students need emotional support during exams, not distractions. These extravagant gifts can place unnecessary pressure on them,” said Sarah Naki, a school counselor. “Instead of feeling encouraged, they might feel that their value is tied to what they receive, rather than their effort and achievement.”

Professor Mugagga, an expert in child rights in education, described the growing trend of extravagant gifts in name of success cards as misguided. He urged schools and the Ministry of Education to take action against parents who promote such practices.   

//Cue in; “It is a...

Cue out...problems around.”//  

As the success card tradition stands at a crossroads, many wonder what can be done to return it to its original form—one centered on encouragement, love, and genuine support. Some schools have started implementing policies to limit the types of gifts that can be given during the exam season, urging parents to focus on the emotional well-being of their children rather than the material gestures. 

Josephine Ndagire, headteacher of Faith Junior School in Nyendo-Masaka City, stated that if parents cannot keep their gifts simple, the school has implemented limits to prevent distractions for learners during examinations. She emphasized the importance of maintaining focus on academics and ensuring that the traditional gesture of success cards does not become a source of distraction for students.//Cue in; “Omuzadde ye... 

Cue out...limit aberewo.”//