Clean Cooking Alliance

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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.

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Campaign Facts

Popular on-air radio personalities have been trained to discuss clean cooking during 15 minute prime-time segments. Short clean cooking radio ads and jingles were created in three different languages.

"The Dinner: Tales of Mama Imade" is an engaging five-part web series that follows the story of a family who recently moved to the city and decides to make the switch to LPG.

Social media influencers generated conversation about clean cooking among their followers. Upgrade to Gas campaign launched a microsite on LPG safety and use.

Trained workers visited households and organized dramas and demonstrations in community centers and markets to provide detailed information on LPG.

A diverse range of stakeholders were engaged to help advance correct, safe, and consistent use of LPG among households.

An estimated 4 million Nigerians were reached with clean cooking campaign messages.

Objectives and Strategy