In November 2023, to address the surmounting challenges in the PHC system in Nigeria, the federal government, in partnership with the NPHCDA, launched the PHC Revitalization initiative, one of the boldest PHC reforms the country has ever seen. Gaps around the trust of citizens in relation to the services being provided still exist. There also seemed to be little awareness around what existed in terms of PHC services for citizens, with trust in accessing these services and facilities low. This abstract shows how a communication audit was deployed to assess the effectiveness and impact of NPHCDA's communication ecosystem and provide astounding solutions.
CCSI deployed a communications audit through which a communication strategy was developed. Within this strategy, CCSI disseminated a documentary titled "Whispers of Hope", highlighting everyday stories from the beneficiaries and the impact the initiative had on their lives. Within six months, digital analytics recorded over 50,000 documentary views, 1 million trailer views, and a measurable shift in public sentiment from skepticism and criticism to optimism and support. This further encouraged the NPHCDA to develop and publish a facility directory dashboard with live updates on revitalized PHCs and data on 26,000 PHCs across Nigeria. This campaign revealed that participatory communication is necessary to build public confidence in a governance system grappling with trust issues and practicing truthful, humane communication, will transform even the most skeptical of audiences.
In November 2023, to address the surmounting challenges in the PHC system in Nigeria, the federal government, in partnership with the NPHCDA, launched the PHC Revitalization initiative, one of the boldest PHC reforms the country has ever seen. Gaps around the trust of citizens in relation to the services being provided still exist. There also seemed to be little awareness around what existed in terms of PHC services for citizens, with trust in accessing these services and facilities low. This abstract shows how a communication audit was deployed to assess the effectiveness and impact of NPHCDA's communication ecosystem and provide astounding solutions.
CCSI deployed a communications audit through which a communication strategy was developed. Within this strategy, CCSI disseminated a documentary titled "Whispers of Hope", highlighting everyday stories from the beneficiaries and the impact the initiative had on their lives. Within six months, digital analytics recorded over 50,000 documentary views, 1 million trailer views, and a measurable shift in public sentiment from skepticism and criticism to optimism and support. This further encouraged the NPHCDA to develop and publish a facility directory dashboard with live updates on revitalized PHCs and data on 26,000 PHCs across Nigeria. This campaign revealed that participatory communication is necessary to build public confidence in a governance system grappling with trust issues and practicing truthful, humane communication, will transform even the most skeptical of audiences.
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