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Demand Generation

Generating Demand for Family Planning among the Urban Poor in Nigeria

Nigeria had a thriving family planning program in the 1980’s and early 90’s. However, changes in donor priorities and funding caused a 15-year decline in promotion efforts, and trends in fertility, contraceptive use stagnated.  In 2009, with contraceptive prevalence at only 10% and a total fertility rate of 5.7, there was a pressing need to reinvigorate family planning efforts at the national, state and city levels.

To generate demand for family planning services, NURHI’s ‘Get-It-Together’ campaign has three main approaches:

  • A branded multi-channel campaign encompassing radio, TV Behavioral Change Communication (BCC) materials and social mobilization materials in each of the NURHI cities,
  • A popular radio program with drama and live call-ins, tailored to each city’s context and predominant language.
  • Community level family planning promotion activities and referrals for family planning services by teams of youth urban social mobilizers.

The campaign was implemented in Abuja, Kaduna, Ilorin and Ibadan between 2010 and 2013.  In 2013, NURHI expanded implementation to two new program cities, Benin and Zaria.


The Measurement Learning Evaluation (MLE) Baseline Assessment survey conducted after one year of the project implementation showed that 83% of men and women knew about the NURHI ‘Get it Together’ campaign and in all of the four cities, knowledge of where to get modern family planning methods increased, misconceptions reduced, and family planning use increased.

NURHI’s key demand generation partners are the Center for Communication Programs Nigeria (CCPN) and the African Radio Drama Association (ARDA).