Soul Beat Africa
African development action with informed and engaged societies
Soul Beat Africa
After nearly 28 years, The Communication Initiative (The CI) Global is entering a new chapter. Following a period of transition, the global website has been transferred to the University of the Witwatersrand (Wits) in South Africa, where it will be administered by the Social and Behaviour Change Communication Division. Wits' commitment to social change and justice makes it a trusted steward for The CI's legacy and future.
 
Co-founder Victoria Martin is pleased to see this work continue under Wits' leadership. Victoria knows that co-founder Warren Feek (1953–2024) would have felt deep pride in The CI Global's Africa-led direction.
 
We honour the team and partners who sustained The CI for decades. Meanwhile, La Iniciativa de Comunicación (CILA) continues independently at lainiciativadecomunicacion.com and is linked with The CI Global site.
Time to read
1 minute
Print
a- a+
Published 24 years ago
Last updated 1 year ago
Read so far

Impact Data - Music Project

0 comments

Launched in 1988, Phase I of the Nigeria Music Project involved the production and commercial launch of two family planning songs performed by two of the most popular artists in the country, King Sunny Ade and Onyeka Onwenu. Phase II was comprised of a national launch in 1989 and promotion of the message of the songs. According to the organisers, both songs were immediate hits and rose to the top of the charts where they remained for several weeks. Phase III linked the songs to Public Service Announcements (PSAs) encouraging potential clients to visit Planned Parenthood Federation of Nigeria (PPFN) facilities as well as public sector clinics. The aim of this intitiative was to promote sexual responsibility among primarily urban audiences across Nigeria.

Methodologies
  • Survey regarding the songs and music videos, with 1,500 urban and 300 rural respondents
  • Baseline survey regarding the PSAs and logo, with 1,518 respondents (70% urban, 30% rural)
  • Final survey regarding the PSAs and logo, with 1,493 respondents (70% urban, 30% rural)
  • Clinic attendance was monitored in 24 sentinel sites over an 18-month period but the data collection was disrupted by political and social disorder in Nigeria
Practices
  • Those respondents who were highly exposed to the campaign (defined as able to describe both the PSAs and the logo) were 3 times more likely to communicate with their spouses about family planning, 5 times more likely to have positive family planning attitudes, and almost twice as likely to use family planning when compared to those who were unexposed.
Attitudes
  • More than 90% of those exposed to the songs or videos strongly agreed with the messages that couples should practice family planning and have only the number of children that they can care for
  • Rural respondents with high exposure were 7 times more likely to have positive family planning attitudes when compared to those who were unexposed
Increased Discussion of Development Issues
  • In urban areas, 44% of respondents said that they had spoken to their friends about the songs, and 27% said that they had spoken with their sexual partners about them
  • 32% of those interviewed in the PSA/logo survey had discussed the logo with someone, and 18% reported having taken some action as a result of seeing the logo
Access
  • Five months after its launch, 57% of urban respondents and 22% of rural respondents saw the videos or heard the songs
  • Nearly 2/3 of those interviewed in the PSA/logo survey had been exposed to at least one of the PSAs
  • 69% had been exposed to the logo
Source
Church & Geller (1990); Population Communication Services (1990); Rimon II, et.al. (1994b); and "The Use of Mainstream Media to Encourage Social Responsibility: The International Experience", The Henry J. Kaiser Family Foundation. Prepared by: Jennifer Daves and Liza Nickerson - The Media Project.