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. 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.
Communication Strategies: 

In addition to performing to large crowds and publicising child survival and family planning through live performances, King Sunny Ade and Onyeka Onwenu also visited maternal/child health and family planning clinics and gave talks on family planning. Over 30 newspaper and magazine articles were written about the release of King Sunny Ade's album, "Wait for me," which contained both songs.


There were also six television PSAs and six radio PSAs which were aired based on geographic need as determined by research findings. For example, the PSA addressing early marriage was aired primarily in the North, to address this problem there. In the South and East, where family planning is more widely accepted, more PSAs were aired with direct focus on this subject. All PSAs were aired approximately twice a day between June and November 1992, in their appropriate regions.


The project demonstrates the cost-effectiveness of mass-media promotion. The total cost of the project was $293,4000. Because of the extensive reach of mass media, the project reached 46 people of reproductive age for every dollar spent, or 2.2¢ per person.


In addition, the two stars provided their services for free to the project, and King Sunny Ade donated the royalties from the two songs to charity. Commercial recording companies produced and distributed the album and audio cassettes. The final phase of the music project coincided with the launch of Nigeria's national family planning logo. The logo was therefore featured on the PSAs mentioned above, as well as on billboards, posters, and other print materials. The evaluation results consider the impact of both the music and logo campaigns.


Development Issues: 

Family Planning.

Partner Text: 

Planned Parenthood Federation of Nigeria (PPFN), Federal Ministry of Health Of Nigeria, The Johns Hopkins University/Population Communication Services.