Demand Generation

Introduction

Phase 2 of the Nigerian Urban Reproductive Health Initiative (NURHI 2) is unique in its project implementation approach of leading with demand. This approach is built on the premise that as demand for family planning increases, supply will rise to meet demand. To achieve this increase in demand, NURHI 2 uses an integrated communication strategy that employs a combination of social mobilisation, media campaigns and entertainment education. This demand generation strategy was designed using what worked in NURHI 1 cities to address the emerging needs of its audiences in NURHI 2. The strategy triggers dialogue about family planning at the community and household levels, normalises family planning use, prompts couple discussion, corrects misinformation and dispels fears surrounding contraceptive use and refers men and women for family planning services.

The NURHI 2 demand generation approach employs the Theory of Ideation to influence behaviour change. Ideation is the concept that people’s actions are strongly influenced by their beliefs, ideas and feelings (ideational factors) and that a change in these beliefs can influence behaviours, including contraceptive use. Research and studies of NURHI intervention sites identified that this demand generation campaign should focus on the following four key audiences:

1.    Female non-users who intend to use modern contraceptives

2.    Male partners and spouses of non-users

3.    Service providers

4.    Women who use traditional family planning methods (primarily rhythm and withdrawal)


With these priority audiences in mind, the following five key interventions have been deployed to create awareness and generate demand for family planning:

  1. Entertainment education: Radio drama series for each state were developed along with TV mini drama series to educate audiences about family planning through entertaining storylines. In NURHI 2, the transmedia approach to storytelling was used across the implementation states, building on characters from the popular radio drama series. These characters are used to drive and reinforce positive family planning messages across different media channels.
  2. Mass-media campaigns: Short-format television and radio materials featuring transmedia characters were developed to inform audiences about family planning services, prompting them to discuss and seek more information.
  3. Social mobilisation: Community-based activities aimed at promoting public discourse and uptake of family planning services that were proven successful in NURHI 1 have been scaled up and institutionalised in NURHI 2. Activities and materials for each state are developed and implemented based on state-specific nuances and sensitivities.
  4. Social and behaviour change communication materials: NURHI 2 has developed and produced these materials to provide family planning information to service providers, social mobilisers and clients. This information includes frequently asked questions, method leaflets, posters, flyers and so on. The materials were designed to help explain the benefits of modern contraception, correct information about methods and dispel myths and misconceptions about family planning.
  5. Digital media: Technological advancements and evolving audience migration from traditional to digital media necessitate a dynamic use of social media, mobile phone and information, communication and technology platforms to provide accurate family planning information, stimulate family planning discourse and direct clients to access family planning services.

Entertainment Education

Expanding access in NURHI 2 focuses on using proven and new strategies to improve access to a wide range of modern contraceptive methods. The ultimate goal is to reach every woman in need to provide high-quality family planning services and a wide range of modern contraceptive options.

Social Mobilisation

Social mobilisation has been used over the years at different times to increase awareness of social issues and promote change at the community level. Numerous studies have demonstrated the importance of social mobilisation in improving health-seeking behaviours.

Social Media

In creating awareness and demand for family planning and childbirth spacing methods among men and women, NURHI 2 uses social and behavioural change communication through its demand generation strategy. To achieve this, NURHI 2 uses five key interventions in activities focusing on specific priority audiences (intenders, traditional users, men and service providers). One of these interventions involves the deployment of digital media.


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