In determining activities to generate massive demand for family planning, focus on branding of the communication initiative and flagship mass media campaigns were conducted both at the national and site specific levels. The overarching umbrella that all the branding and communication activities come under is called the Get-It-Together (GIT) campaign.
In assessing the family planning situation, NURHI used a number of methods: focus group discussions to gain a better understanding of family planning behavior and its determinants; a quantitative survey based on the (NURHI Baseline Household Survey which was implemented by Measurement Learning and Evaluation (MLE)), was used and other secondary analysis - the 2008 Nigerian Demographic and Health Survey (NDHS) and a Family Planning Social Mapping study to learn about community members’ attitudes toward family planning services and to identify points of entry for social mobilization activities.
In 2010, NURHI held a participatory design workshop, with stakeholders from the four initial cities, NURHI partners and a selected creative agency representatives. The participants at this workshop analyzed the various research findings and then drafted the demand generation strategy. The strategy was reviewed, finalized and adopted.
The demand strategy links closely with NURHI service delivery, advocacy, and public-private partnership activities. Through a branded media campaign, NURHI directs individuals and couples to family planning services; social mobilizers talk with community members about family planning and refer them for services; the enter-educate radio drama magazine program features satisfied users discussing family planning, modeling FP use and promoting services. To improve family planning counseling, NURHI provided counseling job aids and client materials.
‘Get it Together’ Mass Media Campaign: NURHI worked with an advertising agency Touchstone to design and place campaign media materials. NURHI put together a creative brief that guided the agency to focus on developing a program for 15 – 45 year old women and 20 – 50 year old men living in slums. The agency created concepts for a campaign ‘brand’ that NURHI reviewed and pretested with audience representatives. “Get it together” and a puzzle logo were selected along with the tagline “Know, Talk, Go”, meaning know about family planning, talk with your partner about family planning and go for family planning services. NURHI worked with the agency to design, pretest and produce the “Get it Together” radio and television sports, printed and branded materials.
‘Get it Together’ Entertainment Education Radio Programs: NURHI and partner ARDA designed, pretested and produced a three season 5 separate city-based 26-episode weekly radio program with drama, magazine elements and live call-in. To develop the radio programs workshops were held to develop the design document and write stories and treatments. Click here for more information about the radio design process.
‘Get it Together’ Youth Urban Mobilization: NURHI worked closely with its partner Centre for Communication Program Nigeria (CCPN) to develop and implement a ‘Get it Together’ Youth Urban Mobilization Strategy, that engages young community based barbers, tailors, hairdressers and motorcycle delivery people to discuss family planning with individuals and groups within their communities. Click here for more information about the Youth Urban Mobilization Strategy.
NURHI launched the ‘Get It Together’ campaign in October 2011 in four cities, with television and radio spots, posters in markets, clinics, airports, motor parks, and office buildings. FP Providers were given branded job aids, badges, site identifiers , biros , flipcharts and leaflets. Social Mobilizers also received branded and printed. In early 2012, CCPN and its partner NGOs trained Social Mobilizers to facilitate radio listening groups, conduct “visibility parades”, key life events, neighborhood campaigns and refer clients to FPPN services with “Go Referral Cards”. Click here for more information about Social Mobilizers and their activities.
In February 2012, the four NURHI radio programs began weekly broadcasts. Each language program includes a serial drama episode, interviews, music and a weekly quiz plus a live call-in session with a family planning expert. Listeners can win prizes by answering weekly questions through text messaging. Click here for more information about the NURHI radio program.
In each city, NURHI employs an Advocacy and Behavior Change (ABC) Officer who monitors and coordinates mass media radio program and social mobilization activities through regular meetings with partners, radio program monitoring, and tracking referrals by social mobilizers for family planning services. click here for more information on the activities of NURHI social mobilizerse
MLE is tasked with conducting the baseline, midterm and final evaluation surveys. Their surveys will measure exposure to the ‘Get it together’ mass media, radio program, and social mobilization activities, knowledge and attitudes toward family planning, as well as contraceptive use. Through this analysis, it is possible to compare people who have been exposed to the ‘Get it Together’ campaign with those who have not to see if they differ on key behaviors and attitudes.
NURHI Midterm Survey Results (show the link here) showed there have been substantial increases of 3% to 15% in contraceptive prevalence rates (CPR) in the four initial cities between baseline and midterm, a period of less than two years. The data also revealed that the proportion of women who intend to use family planning increased by 7.5 to 10.2 percentage points.
After a review of midterm results, activities of the program was reviewed and refined based on the data.
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