Breakthrough ACTION’s media engagement strategy in Nigeria focused on forging strong partnerships with media houses while strengthening the capacity of media professionals and health experts. This approach addressed the specific needs voiced by media houses for enhanced technical skills and content production methods, expanding their audience base and revenue while building trust and collaboration with health stakeholders, such as the Ministry of Health.
For Ministry of Health technical experts, the project provided training and support to enhance their understanding of media production through a social and behavior change (SBC) lens, improve their on-air presence, and strengthen their ability to develop compelling health content.
This brief, Sustainable Media Engagement and Capacity Strengthening, showcases learnings from Breakthrough ACTION’s approach to engaging with and creating strong partnerships with media professionals and health technical experts as part of its strategic and coordinated package of SBC interventions in Nigeria.
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