Creative Brief
World Cup Campaign 2002
Nigeria
The Society for Family Health
(SFH)
in association with
Population Services International (PSI)
April, 2002
I. INTRODUCTION
There are now 35 million HIV-positive people worldwide, of whom 25 million reside in Sub-Saharan Africa. The global total of infections may double over the next five to ten years because of epidemiological trends in South Asia and a further deterioration in East and Southern Africa.
To date West Africa has been less badly affected than other regions. However, of late prevalence rates have begun to rise rapidly. The progress of the disease in Nigeria is of particular concern due to the huge population of the country (one in four Africans is a Nigerian). The HIV prevalence rate in the country passed the 5% mark in 1998, marking a transition into the ‘generalised’ stage of the epidemic. Unless action is taken, Nigeria could therefore soon host more HIV-positive people than any other country in the world.
Nigerian attempts to tackle the problem have in the past been hampered by difficult political circumstances. Although many talented and committed groups have worked for years to address the disease, during the 1990s the implementation of a coordinated and multisectoral response remained elusive. Fortunately however, following the country’s recent transition to democracy, the new Nigerian government quickly recognised the threat of AIDS and moved to shoulder the burden of dealing with the disease. For the first time in over a decade there is now real hope that the progress of the pandemic can be slowed.
One of the effects of the historically limited attention paid to AIDS is a relative dearth of research on sexual behaviour in Nigeria. A number of groups have in recent years been building a picture of sexuality in society, but much remains to be learned. In the meantime it is clear that there exist major gaps in the knowledge and understanding of much of the Nigerian population concerning sexual and reproductive health. This lack of understanding supports an environment within which HIV can spread rapidly.
The Society for Family Health (SFH), a Nigerian NGO affiliated with Population Services International (PSI), has been working in the area of sexual and reproductive health since 1985. Since the early 1990s it has focused mainly on HIV and AIDS. SFH takes a two-pronged approach to its work; on the one hand, together with a variety of partners, it undertakes behaviour change campaigns to motivate audiences to protect themselves (whether through partner reduction, fidelity, or abstinence), and on the other it ensures easy access to affordable commodities such as condoms for those who require this form of defense against infection. Today, SFH supplies over 90% of all contraceptives used in Nigeria.
SFH is therefore a ‘holistic’ behaviour change organisation, both creating and satisfying demand. As such, it fully understands that improvements in knowledge are not causative of behaviour change; but it does believe that such improvements are highly supportive of other change programmes. In 1998 therefore SFH, in collaboration with the Federal Ministry of Health, ran a media campaign during that years’ World Cup. Working with Sunday Oliseh, then captain of the Nigerian soccer squad, a nationwide above and below the line media campaign was produced and aired that communicated a number of key messages; that AIDS exists, that it is present in Nigeria, and that it is passed on through sexual contact. It is not clear as to the exact effect of the campaign; SFH at the time did not have the capacity to track impact or disentangle campaign effectiveness from other supporting interventions. Nevertheless after the campaign aired significant positive changes in relevant knowledge indicators were observed throughout the country.
The World Cup provides a unique opportunity to reach large numbers of Nigerians with hard-hitting messages. SFH therefore proposes to exploit the opportunity presented by the 2002 World Cup by undertaking a similar campaign to that of 1998. This brief outlines what is required from the exercise.
II. THE PROMOTIONAL OPPORTUNITY
SFH and PSI have received funding from a number of differing sources over the years for their work in Nigeria. During the late 1990s the majority of their support derived from DFID (the British Government), USAID (the US Government), and from a variety of private foundations.
In January 2002 both DFID and USAID were able to confirm substantial financial support for a consortium led by PSI, featuring SFH and a number of other partners. The purpose of this support is for the consortium partners to continue to address issues of sexual and reproductive health in Nigeria. The consequent programme of interventions will be coordinated by the National Action Committee on AIDS (NACA) within the framework of the Nigerian Government’s HIV/AIDS Emergency Action Plan (HEAP).
The programme is committed to producing a comprehensive annual Behaviour Change plan by 2003, which will be formulated in consultation with a broad array of stakeholders. In between times however, the World Cup provides an immediate and unique promotional opportunity. Football is extremely popular in Nigeria. Audiences are large, and international competition particularly popular. Nigeria has qualified for the 2002 World Cup, and interest in their progress will be intense. Viewership is likely to be higher than ever before, and hence the cup will provide an unique opportunity to reach large numbers of Nigerians via above the line media, and to support the exercise in a multitude of other ways. Although time is short the event demands action.
III. CAMPAIGN CONTENT
Due to restricted timescales, the content and style of the promotional campaign will necessarily be limited.
In 1998 SFH faced much the same opportunity, but was constrained by very similar issues. As a result, ‘testimonial’ style advertising was used, featuring the then Nigerian international soccer squad captain, Sunday Oliseh. The advertising aimed to increase knowledge factors associated with HIV infection, and appeared to be successful at improving target indicators.
One key lesson learned from the 1998 exercise was that only a few, very clear, messages should be used.
For 2002, the goal will again be to improve knowledge factors.
Two key individuals, Femi Anikulapo-Kuti (son of the late Fela Anikulapo-Kuti) and Fati Mohammed-Sani have agreed to feature in relevant commercials. Femi is a well-known musical artist; Fati is a famous Hausa actress. Both possess great credibility with target audiences, and were the preferred spokespeople identified by research undertaken at the start of 2002.
IV. KNOWLEDGE FACTORS
Individual behaviour is complex, and is driven by a complex series of intertwined motives. Narrowly focused interventions, and interventions based solely on knowledge factors, are therefore unlikely to create changes in behaviour. Nevertheless knowledge can act as an important precursor to action. Should an individual not believe that AIDS exists, then they are extremely unlikely to take action to prevent infection. If they come to understand that the disease is real, then they may still reject the idea that they might be at risk but they may also come to understand how to avoid infection should their risk perception subsequently change.
For this reason, SFH tracks a number of ‘knowledge and practice factors’, and assesses how these change over time. Trend data is collected on the following:
- Knowledge of two or more risk factors for acquiring HIV
- Knowledge that HIV-positive person can appear healthy
- Knowledge of one or more ways of protecting against HIV infection
- Deferral of sex amongst 15-24 year olds
- Experience of casual or commercial sex in last two months
- Multiple partnering amongst 15-17 year olds
- Perceived affordability of condoms
- Perceived embarrassment in purchasing condoms
- Use of condoms in last non-spousal sex act
- Consistency of condom use in last non-spousal sex act
- Belief that condoms protect against HIV
Some of the above factors are not easily susceptible to knowledge based promotional exercises. Of those that are, the factor presently giving rise to most concern is that only just over half of the Nigerian population are aware that an individual can be HIV-positive, can therefore infect others, and yet can appear perfectly healthy.
V. CAMPAIGN OBJECTIVES
The campaign will improve the knowledge of selected audiences regarding HIV-positivity and its lack of external signs.
a. Target Audience
This campaign will target 15-45 year old men and women living in urban and peri-urban areas of Nigeria. Income levels for this group range from none up to $50 a month. Most however do not have regular sources of income and in general have extremely limited resources. English language skills range from limited to good. Pidgin English is used as a lingua franca, but some will not understand it well. Education for most will be non-existent or limited, with many having primary education and some having rudimentary secondary education. Young women generally have fewer opportunities for education and are therefore less likely to have completed their primary education. Literacy levels are relatively high for Africa.
b. Expected Outcomes
A statistically significant improvement will be observed among target audiences regarding knowledge that a person can be HIV-positive but exhibit no external signs. Quantitative tracking analysis will be used to assess campaign effectiveness.
c. Tone
Tone follows from creative strategy. Credibility and clarity are extremely important – many messages are distrusted or misunderstood.
d. Channels/Executions
The successful strategy will be executable across several channels. Priority will be given to TV, but print materials should also be used.
V. SCRIPTS
a. Format
Femi Kuti will be used to broadcast to the Southern states of Nigeria. Fati Mohammed will be used in the mainly Muslim North. Commercials will be aired during the World Cup, but content will not be linked explicitly to the event. Commercials will be 45 seconds in length, though they should also be recut to 30 seconds to allow alternate usage at a later date.
b. Scripts
Scripts are in draft stage. Herewith are two proposed scripts for Femi, in pidgin English. Content will change substantially over the next few days, and will grow in time taken to deliver.
My people, our elders tok say na all lizard
dey lie face ground. Nobody sabi the one wey belle dey
pain. AIDs dey real and e no dey show for face. Person
wey get HIV fit look healthy and strong. But na only
through blood test, person fit sabi who get am.
Avoid casual sex . If you never marry, abstain until
you marry. If you don marry, stay faithful to your
partner. If you no fit hol bodi, abeg protect yourself
with Condom. AIDS is a serious matter.
Abeg, play safe.
c. Language Issues
The artists will use languages likely to be unfamiliar to the production team, which will present particular challenges. Marketing staff from SFH, fluent in pidgin and Hausa, will be at the shoots to assist with any language or content issues. It is suggested that ‘sound maps’ of scripts be created prior to the shoot to assist with timing, lighting and positioning issues.
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