This policy brief examines the three month mass media and community outreach campaign on health sector reform (HSR) called I am a New Nigerian.
In 2006, as part of its ongoing assistance to the Nigerian Federal Ministry of Health (FMoH) on health sector reform (HSR), PATHS developed and implemented a three month mass media and community outreach campaign called I am a New Nigerian. The mass media component involved television spots, radio spots and newspaper advertisements, featured in local, regional and national media. The outreach component, which was implemented in the PATHS focal states of Ekiti, Enugu, Kano and Jigawa involved road shows, song contests, and community awards. The campaign was produced and implemented by a professional communication agency, contracted through a public Request for Proposals. The New Nigerian campaign was designed to tie in to the ongoing Better Health Begins with You and Me interventions that were already running in all the PATHS-supported states. The Better Health Begins with You and Me campaigns provided consumers with health information around priority health issues, and created demand for improved services.
KEY STEPS that were found necessary to develop the New Nigerian campaign were:
- Hiring a competent advertising agency with relevant experience
- Developing a strong campaign concept
- Producing an effective mass media campaign
- Producing an effective community outreach component
- Monitoring and evaluating the campaign