World Suicide Prevention Day & CHAI Health Campaign
Public health behavior-change communications with Clinton Health Access Initiative & Federal Ministry of Health
Executive Overview & Mandate
Public stigma and legal misunderstandings surrounding suicide prevention in Nigeria hindered individuals from seeking urgent mental health support.
The Core Strategic Challenge
Crafting sensitive, empathetic, and culturally appropriate health messaging that reduced stigma while encouraging crisis intervention seeking behavior.
Market Research & Consumer Insights
Conducted focus groups and media monitoring on mental health reporting language in Nigerian news outlets.
Strategic Architecture & Solution
Built an empathetic campaign framework ("Suicide Not Crime — Hope Through Action"), pairing broadcast media commentary with community health toolkits.
Multi-Market Execution & Deployment
Rolled out multi-channel campaigns across Arise TV, Beat FM, Cool FM, print media, and social platforms; authored national op-eds; coordinated civil society outreach.
Quantified Outcomes & Impact
Generated national conversation on decriminalizing suicide in Nigeria, reached over 12 million citizens, and provided crisis helpline access across major cities.
Strategic Takeaways & Executive Lessons
Public health messaging achieves behavior change when technical medical guidance is reframed into compassionate human empathy.
Strategic Deliverables
- •Behavior-Change Strategy Blueprint
- •Media Toolkit for Journalists
- •National Op-Ed Series
- •Broadcast Interview Briefings
Key Partners & Stakeholders
- •Clinton Health Access Initiative (CHAI)
- •Federal Ministry of Health
- •Mental Health Coalition
Execution Capabilities & Scope
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