Upgrade to Gas – Nigeria
From 2017 to 2018, McCann Global Health and Africare implemented an Alliance-supported behavior change communication (BCC) intervention in two states in Nigeria—Lagos and Abuja— with the primary goal of motivating women in urban and peri-urban areas to switch to LPG for cooking. The “Upgrade to Gas” campaign featured radio spots, social media messaging, and an engaging five-part web series that followed the fictional “Mama Imade” as she discovers that gas is the “Smarter, Better, Faster” way to cook for her family. The campaign was complemented by extensive household and community level outreach, led by Africare. Among peri-urban households, exposure to the campaign doubled intention to purchase an LPG stove within the next month.
McCann Health is the world’s most-awarded professional and consumer health network, and is fully integrated into McCann Worldgroup, the largest marketing communications agency network in the world. Africare engages in projects that leverage local resources for under-served communities to solve their own development challenges, prioritizing the cross-cutting themes of economic development, nutrition, water, WASH, women’s empowerment, and youth engagement. Africare began working on cooking related issues in 2012, and have since worked with the Nigerian LPG and cookstove community to develop programs aimed at increasing uptake of cleaner stoves and fuels across 11 states in Nigeria.
- Popular on-air radio personalities were trained to discuss clean cooking during 15-minute prime-time segments. Short clean cooking radio ads and jingles were created in three different languages.
- “The Dinner: Tales of Mama Imade,” an engaging five-part web series that followed the story of a family who decides to switch to LPG, had a total reach of 3.4 million views.
- The Upgrade to Gas campaign launched a microsite on LPG safety and use, and social media influencers generated conversation about clean cooking among their followers.
- Trained workers reached over 20,000 people through household visits and events in markets and community centers to provide detailed information on LPG.
- A diverse range of stakeholders were engaged to help advance correct, safe, and consistent use of LPG among households.
- An estimated 4 million Nigerians were reached with clean cooking campaign messages.
Objectives and Strategy
Upgrade To Gas – The Adventures Of Mama Imade, Episode 1
Upgrade To Gas – The Adventures Of Mama Imade, Episode 2
Upgrade To Gas – The Adventures Of Mama Imade, Episode 3
Upgrade To Gas – The Adventures Of Mama Imade, Episode 4
Upgrade To Gas – The Adventures Of Mama Imade, Episode 5
Upgrade to Gas Radio Spot – Huasa
Upgrade to Gas Radio Jingle – Huasa
Upgrade to Gas Radio Spot – Pidgin
Upgrade to Gas Radio Jingle – Pidgin
Upgrade to Gas Radio Spot – Yoruba
Upgrade to Gas Radio Jingle – Yoruba