According to PMC, the programme aims to raise awareness and encourage behaviour change by modeling behaviour that will prevent obstetric fistula, reduce stigma, and encourage fistula victims to seek help for the treatable problem. Obstetric fistula is a condition commonly resulting from adolescent childbirth that makes its victims chronically incontinent. The programme was created in Hausa, the most widely spoken language in northern Nigeria and neighboring countries. The programme is aired on Radio Nigeria-Hausa Service and FM 96.5.

According to PMC, entertainment-education is at the heart of all of its work, including this programme. This methodology involves creating serial soap operas that are customised for the needs and circumstances of specific regions. They believe that the concept of social learning means that humans adopt many of their values and learn much of their behavior from role models. Long-running serial dramas contain plots and sub-plots that unfold over many months, "good" and "bad" role models through whom audience members can gradually learn the consequences of decisions they may make.

Population Media Center uses what they call the Whole Society Strategy. This strategy is a technique that combines sophisticated audience research with using as many channels of communication as possible to reach an entire society with messages and role models that promote positive behavior.

Health, Women.

In order to evaluate the effects of the serial drama, Population Media Center partnered with Planned Parenthood Federation of Nigeria to conduct a preliminary monitoring report based on client exit interviews at three clinics, one hospital, and one basic health post in Kano and Kaduna states. The purpose of the study was to assess the effects of the serial drama on demand for reproductive health services.

By mid-September, 47 percent of new reproductive health clients indicated they were listening to the program.  Clinic monitoring data determined that Gugar Goge served as the primary motivation to seek health care services for 33% of family planning/reproductive health clients and 54% of fistula clients.

Data was collected from 663 clinic exit interviews. According to the findings, after only two and a half months of broadcasting, 47 percent of new reproductive health clients indicated that they were listening to the programme. The data also showed that 33 percent of the family planning/reproductive health clients and 54 percent of the fistula clients said that the serial drama was their primary motivation for seeking services.

PMC is an international nonprofit organisation with headquarters in Shelburne, Vermont. The organisation uses entertainment broadcasting to change cultural attitudes and individual behavior with regard to health and social issues in various developing countries. ”PMC has completed projects in Burkina Faso, Ethiopia, Ivory Coast, Mali, Niger, the Philippines, and Sudan with very impressive results and currently has programmes either broadcasting or developing in Democratic Republic of the Congo, Egypt, Ethiopia, Guatemala, Honduras, Kenya, Madagascar, Morocco, Mozambique, Niger, Nigeria, Rwanda, Sudan, Tanzania, Brazil, Jamaica, Mexico, China, Vietnam and the US.”