Into AfricaInto AfricaNigeria Guinea Worm Nigeria Guinea Worm Disease case studyDisease case study

Norma JohnstonNorma Johnston

Director Good Cause Director Good Cause Communications LtdCommunications Ltd

WHO HQ GenevaWHO HQ Geneva

Nigeria Guinea Worm Nigeria Guinea Worm Eradication ProgrammeEradication Programme

Tools to do the jobTools to do the job

Airline tickets, laptop, vaccinations, Airline tickets, laptop, vaccinations, mosquito repellent, anti-swine flu mosquito repellent, anti-swine flu measures.measures.

Clear brief from commissioning unit.Clear brief from commissioning unit. Adequate budget.Adequate budget.

Time spanTime span

23 July – 1 August 2009 23 July – 1 August 2009 communications consultant conducts communications consultant conducts field visits to commence market field visits to commence market assessment and develop COMBI assessment and develop COMBI strategy for Nigeria strategy for Nigeria

1 September 2009 local consultant in 1 September 2009 local consultant in placeplace

January 2010 campaign launchJanuary 2010 campaign launch

Background: social Background: social mobilizationmobilization

Social mobilization is the Social mobilization is the task of mobilizing all task of mobilizing all societal and personal societal and personal

influences on an individual influences on an individual and family to prompt and family to prompt

individual and family action individual and family action with respect to specific with respect to specific

healthy behaviourshealthy behaviours

The briefThe brief Overall goal Overall goal Contribute to the elimination of Guinea Contribute to the elimination of Guinea

Worm Disease in Nigeria by 1 January 2012Worm Disease in Nigeria by 1 January 2012 Behavioural goalBehavioural goal To prompt 120 million men and women To prompt 120 million men and women

living in rural and urban areas of Nigeria living in rural and urban areas of Nigeria who are aged 15 years and over to report who are aged 15 years and over to report any suspected case of GWD within 24 any suspected case of GWD within 24 hours over the next two years until January hours over the next two years until January 2012. Reporting is to a local health worker 2012. Reporting is to a local health worker or health facility.or health facility.

Behavioural objectiveBehavioural objective Ensure that XX % of population in the Ensure that XX % of population in the

specified States are presented with specified States are presented with information primarily in graphic form, that information primarily in graphic form, that illustrates what GWD looks like, explains illustrates what GWD looks like, explains what it does to families (causes suffering what it does to families (causes suffering and makes them poorer) and persuades and makes them poorer) and persuades them that reporting as soon as possible is them that reporting as soon as possible is the only sensible course of action. the only sensible course of action. Exposure to information to happen three Exposure to information to happen three times in 2010 (at January campaign times in 2010 (at January campaign launch and before and after transmission launch and before and after transmission hot spots).hot spots).

The 3 COMBI The 3 COMBI principlesprinciples

1.1. Identify key, specific behavioural Identify key, specific behavioural objectives linked to prevention and objectives linked to prevention and control objectivescontrol objectives

2.2. Conduct a market situational Conduct a market situational analysis to define the behavioural analysis to define the behavioural and communication objectivesand communication objectives

3.3. Apply a strategic mix of Apply a strategic mix of communication interventionscommunication interventions

The five integrated The five integrated action areasaction areas

1.1. Administrative Administrative Mobilization/Public Mobilization/Public Relations/AdvocacyRelations/Advocacy

2. 2. CommunitCommunity y MobilizatiMobilizationon

4. 4. AdvertisinAdvertisingg

3. Personal 3. Personal selling/ selling/ Interpersonal Interpersonal communicationcommunication

5. Point-of-Service 5. Point-of-Service PromotionPromotion

Multiple channels and multiple levels

There is no single magic There is no single magic bulletbulletThere is no single magic There is no single magic bulletbullet

MessageMessage

SourceSource

ChannelChannel

ReceiverReceiver

EffectEffect

FeedbackFeedback

SettingSetting

AudiencesAudiences

Specifically the following market Specifically the following market segments will be targeted:segments will be targeted:

Rural poor, male and female 15 years Rural poor, male and female 15 years and over including illiterate farmersand over including illiterate farmers

Urban poor, male and female 15 years Urban poor, male and female 15 years and over (eg Bwari LGA, FCT)and over (eg Bwari LGA, FCT)

Females of 15 years and above living Females of 15 years and above living in the North and not directly accessiblein the North and not directly accessible

Field researchField research

Challenges Challenges

Getting buy inGetting buy in politicspolitics Local culture Local culture Belief systems: stigma, fateBelief systems: stigma, fate Lack of resourcesLack of resources Distances to medical facilitiesDistances to medical facilities No tv, newspapersNo tv, newspapers

DriversDrivers

National and community prideNational and community pride Economic imperativeEconomic imperative Enlightened chiefsEnlightened chiefs Dedicated staff and volunteersDedicated staff and volunteers Established networksEstablished networks

A strategyA strategy

National and state-level campaign National and state-level campaign “Countdown to 2012”“Countdown to 2012”

‘‘Flash’ texts to a national or state level Flash’ texts to a national or state level free hotline numberfree hotline number

Village elders to lead local initiative Village elders to lead local initiative about why GWD is important about why GWD is important

Traditional birth attendants (TBAs) to Traditional birth attendants (TBAs) to reach women living in purdah in the reach women living in purdah in the North with culturally sensitive North with culturally sensitive materials materials

Action planAction plan

TREND OF GUINEA WORM CASES REPORTED IN NIGERIA, 1987 - 2009*

0

100,000

200,000

300,000

400,000

500,000

600,000

700,000

Year

*January and February 2009

LessonsLessons

Check research options in advanceCheck research options in advance Review history of IEC campaigns – Review history of IEC campaigns –

what worked previously?what worked previously? Consider how to reach target groupsConsider how to reach target groups Consider local school holidays etcConsider local school holidays etc Check out work of other agenciesCheck out work of other agencies

Over to you…Over to you…