Population Media Center (PMC) has undertaken significant work in Nigeria, focusing on social and behavior change communication. They have developed serialized radio dramas aimed at addressing critical social issues, including reproductive health, family planning, and gender equality. These programs are designed to engage and educate audiences across Nigeria, particularly in rural and hard-to-reach communities. By leveraging the power of storytelling, PMC has contributed to positive shifts in attitudes and behaviors, promoting healthier and more equitable societies in Nigeria.
Ephraim Okon
Country Director, PMC-Nigeria
eokon@populationmedia.org
Since 2006, Population Media Center (PMC) has been active in Nigeria, a country experiencing rapid population growth, projected to double within 29 years if left unchecked.
PMC’s radio programs, notably Jolokoto (“Mirror of Life”) and Ruwan Dare (“Midnight Rain”), have garnered immense popularity, fostering discussions on crucial health and human rights issues among a dedicated weekly audience. Listeners of Jolokoto have been guided towards resources for contraceptives, engaging in more dialogues on safe sex, and accessing counseling and health clinic services at unprecedented rates, marking significant strides in reproductive healthcare with lasting implications for Nigeria’s demographic trajectory. Notably, in April 2020, Jolokoto was recognized as a finalist in Fast Company’s World Changing Ideas awards for its impactful contribution to media and entertainment. Over 15 years, PMC’s initiatives have produced transformative radio dramas such as Jangala (“Song of Life”), A Dade Ana Yi (“Truth Always Prevails”), Tafigawalo (“Working Towards Change”), and Hannunka Mai Sanda (“Power In Your Hands”), driving community-driven change towards a more sustainable and equitable society in Nigeria.
“We’re breaking barriers – traditional, religious and social.”
Ephraim Okon PMC-Nigeria Country Director
Combining behavior change theory and relatable character-driven storylines, Jolokoto (“The Mirror of Life”) reached hundreds of thousands of listeners and connected audiences to pre-existing sexual and reproductive health services. For 15+ years, PMC has produced hit shows generating community-empowering change in Nigeria, creating a more sustainable and equitable world for all.
This 208-episode radio show aired July 31, 2007 through July 18, 2009 in four northern states in Hausa, the most widely spoken and understood language in that area. It was also rebroadcast from July 2009 through November 2010. Ruwan Dare aired in 15-minute episodes in northern Nigeria in the states of Kano, Kaduna, Katsina, and Sokoto. PMC’s survey indicated that the program had reached more than 12 million people. It aired on four radio stations (Federal Radio Corporation of Nigeria [FRCN] Kaduna [Supreme 96.1]; Federal radio Corporation of Nigeria [FRCN] Katsina [Companion FM 104.5 FM], Rima Radio [Sokoto 101.5 FM], and Freedom Radio [Kano 99.5 FM]) two times per week from July 2007 through July 2009 and was rebroadcast from July 2009 through November 2010. In addition to the radio show, PMC used its whole society strategy in creating a radio talk show aimed at engaging listeners in Kano. The radio talkshow allowed people to phone in and talk about the issues addressed in Ruwan Dare. As with all PMC radio shows, Ruwan Dare was created using PMC’s radio show methodology.
This 104-episode Pidgin English radio show aired October 2016 through October 2017 in southern Nigeria. Jangala aired twice weekly on 26 radio stations across 16 states in southern Nigeria. It was being aired concurrently with A Dade Ana Yi, a Hausa language drama broadcast across the northern half of the country. Jangala engaged 1,250 daily listeners with interactive quizzes and reached a total audience of 1,133,227. As with all PMC radio shows, Jangala was created using PMC’s radio show methodology.
This 78-episode radio show aired in southern Nigeria in Pidgin, the most widely spoken language in that area. Tafigawalooriginally aired (2013-2014) in three southern Nigeria states: Lagos (Bond FM), Akwa Ibom (Planet FM), and Enugu (Enugu Broadcasting Corporation, Coal City FM). With additional funding and wide listenership, PMC was able to expand broadcast (2014-2015) to seven more Nigerian states: Benue (Joy FM, Markurdi), Imo (Orient FM, Owerri), Abia (Magic FM), Cross Rivers (CRBS FM radio), FCT (WAZOBIA FM, Abuja) and Ebonyi (Ebonyi State Broadcasting Service, FM station) and (2015-2016) to two more Nigerian states: Delta (DSBC FM) and Rivers (Treasure FM).Tafigawalowas one of two PMC radio shows on the air during this timeframe. Hannunka Mai Sanda aired in northern Nigeria in Hausa, the most widely spoken language in that area. As with all PMC radio shows, Tafigawalo was created using PMC’s radio show methodology.
This 78-episode radio show aired November 2013 through July 2014 in northern Nigeria in Hausa, the most widely spoken language in that area. Hannunka Mai Sanda was rebroadcast from 2015-2016 in Zamfara, Niger, and Bauchi. Hannunka Mai Sandaoriginally aired (2013-2014) in northern Nigeria in six states: Kebbi (Kebbi Broadcasting Corporation, Abuja (Aso FM), Kaduna (Karama FM), Sokoto (Rima Radio), Kano (Freedom Radio), and Katsina (Companion FM). With additional funding, PMC was able to broadcast (2015-2016) to three additional locations: Zamfara (PRIDE FM, 103.5 GASAU) Bauchi (Globe FM), and Niger (RADIO NIGER, Crystal FM) states in Nigeria. Hannunka Mai Sandawas one of two PMC radio shows onthe air during this timeframe. Tafigawalo aired in southern parts of Nigeria in Pidgin, the most widely spoken language in that area. Qualitative results from Hannunka Mai Sanda showed behavioral change regarding girls’ education and early marriage.
This 104-episode Hausa language radio show aired October 2016 through October 2017 in northern Nigeria. A Dade Ana Yiaired twice weekly on 25radio stations across 17 states in northern Nigeria. The Hausa language was chosen based on formative research that indicated Hausa is generally accepted and spoken in the Northern part of the countryand easily understood by Nigerians of all education levels. It was aired concurrently with Jangala, a Pidgin Englishdrama broadcast across the southern half of the country. As with all PMC radio shows, A Dade Ana Yiwas createdusing PMC’s radio show methodology.
This 70-episode radio show aired June 2006 through February of 2007 in northern Nigeria in Hausa, the most widely understood language in that area. Gugar Goge was broadcast in the northern Nigeria states of Kano and Kaduna on Radio Kano AM, Radio Nigeria-Kaduna, and Radio Kano FM. This show empowered fistular patients to seek immediate care, as clinics reported that 45% of new patients were listeners. As with all PMC radio shows,Gugar Goge was createdusing PMC’s radio show methodology.
