Media Buying for Impactful Social and Behavior Change Programming in Nigeria

Breakthrough ACTION-Nigeria influenced a wide range of health behaviors through a coordinated package of community-based, mass media, and digital approaches. Each approach focused on the same priority audiences, behaviors, and core messages. As a communication channel, mass media is critical as it is an extremely powerful tool to reach more individuals than those reached through community-based activities and reinforce messages at the community level.

Throughout the project, Breakthrough ACTION-Nigeria’s dedicated in-house media team developed a systematic strategy for working with and through media. The Media Buying for Impactful Social and Behavior Change Programming learning brief describes that system and offers lessons for others integrating mass media approaches into large social and behavior change projects.