Demand Generation

DEMAND GENERATION

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 four 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.


Digital media, particularly social media, are viable tools to reach and connect with more people. In Nigeria, social media platforms are gradually becoming the go-to sources for information. According to a report by Statista (a global business data collection and analytical site), Nigeria has had between 15 and 20 million active users of the internet so far in 2019. Over 70% of these Nigerians access information online via their mobile phones.

To improve the visibility of NURHI 2, the Get It Together media campaign aims to achieve the project’s objective of making family planning and childbirth spacing a social norm in Nigeria. There was a need for more publicity around content, advocacy, activities, events and programs using social media. To that end, the Get It Together website, social media pages and YouTube channel were analysed to ensure the website and social media pages are as up to date as possible. Some gaps were identified, including periods of downtime without posts and inadequate content planning.

To mitigate these issues, a social media strategy was developed to deploy a suite of social media (Facebook, Twitter, Instagram and LinkedIn), mobile phone and information, communication and technology platforms to provide accurate life and family planning information, to promote community-based activities like outreach services and social mobilisation events and to refer men and women - including young people - to family planning options and services.


This detailed approach was designed to improve distribution and promotion of family planning and childbirth spacing content on social media, boost engagement and direct traffic to the Get It Together online platforms. It also entailed data collection to measure content effectiveness for better reach.


NURHI Phase 1 (2009 – 2015)

Phase 1 of NURHI was implemented in sex cities(Federal Capital Territory, Ibadan, Ilorin, Kaduna, Benin and Zaria).It significantly contributed to increasing the contraceptive prevalence rate in these cities as indicated by the 2013 National Demographic Health Survey.

NURHI Phase 1 (2009 – 2015)

Phase 1 of NURHI was implemented in sex cities(Federal Capital Territory, Ibadan, Ilorin, Kaduna, Benin and Zaria).It significantly contributed to increasing the contraceptive prevalence rate in these cities as indicated by the 2013 National Demographic Health Survey.