Upgrade to Gas - Nigeria
From 2017 to 2018, McCann Global Health and Africare implemented an Alliance-supported behavior change communication (BCC) intervention in Nigeria with a primary goal of motivating women to make the switch to LPG for cooking. The "Upgrade to Gas" campaign featured radio programming and an engaging five-part web series that follows the fictional “Mama Imade” as she discovers that gas is the “Smarter, Better, Faster” way to cook for her family. The radio and social media campaign was complemented by extensive household and community level outreach led by Africare. The intervention focused on two states in Nigeria - Lagos and Abuja.
McCann Health is the world’s most-awarded professional and consumer health network, and is fully integrated into McCann Worldgroup, the largest marketing communications agency network in the world. Africare engages in projects that leverage local resources for under-served communities to solve their own development challenges, prioritizing the cross-cutting themes of economic development, nutrition, water, WASH, women’s empowerment, and youth engagement. Africare began working on cooking related issues in 2012, and have since worked with the Nigerian LPG and cookstove community to develop programs aimed at increasing uptake of cleaner stoves and fuels across 11 states in Nigeria.