Building capacity for creating demand in support of malaria prevention and control

Learning Paper 1
LEARNING PAPER
Building capacity
for creating demand
in support of malaria prevention and control

2 Learning Paper
Since starting operations in 2003 (and in 2008 in
Nigeria), Malaria Consortium has gained a great deal
of experience and knowledge through technical and
operational programmes and activities relating to the
control of malaria and other infectious childhood and
neglected tropical diseases.
Organisationally, we are dedicated to ensuring our
work remains grounded in the lessons we learn
through implementation. We explore beyond current
practice, to try out innovative ways – through research,
implementation and policy development – to achieve
effective and sustainable disease management and
control. Collaboration and cooperation with others through
our work has been paramount and much of what we have
learned has been achieved through our partnerships.
This series of learning papers aims to capture
and collate some of the knowledge, learning and,
where possible, the evidence around the focus and
effectiveness of our work. By sharing this learning,
we hope to provide new knowledge on public health
development that will help influence and advance both
policy and practice.
BACKGROUND
Learning paper series
Nurses giving out mosquito
nets at a primary healthcare
clinic in Tunga, Niger State
Photo: Susan Schulman

Learning Paper 1
Contents
AUTHOR
Sue George Consultant
John Dada Malaria Consortium
Kolawole Maxwell Malaria Consortium
Folake Olayinka Malaria Consortium
Additional suport from other SuNMap
programme staff
EDITORS
Diana Thomas and Portia Reyes
Malaria Consortium
DESIGN
Transmission Art direction & design
www.thisistransmission.com
Andrew Lyons Cover illustration
Cristina Ortiz Graphic illustration
CONTACT
learningpapers@malariaconsortium.org
SunMap partners:
www.malariaconsortium.org
www.healthpartners-int.co.uk
www.gridconsulting.net
Citation: George, S, Dada, J, Kolawole, M and Olayinka, F
(2014) Building capacity for creating demand in support
of malaria prevention and control, Malaria Consortium
Learning Paper Series:
www.malariaconsortium.org/pages/learning-papers.htm
COPYRIGHT Malaria Consortium
PUBLISHED March 2014
© 2014 This learning paper was produced by Malaria Consortium and is licensed under
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2. What is demand creation?
6. Section 1:
Planning demand creation
8. Development of the ACSM Strategic Framework
and Implementation Plan
9. Implemention
10. Project implementing partners
12. Section 2:
Catch-up phase
14. Long lasting insecticidal nets campaign
20. Keep-up phase
20. Demand creation in routine services
21. Development of communication materials
22. Creative approaches to delivering malaria
messages
24. Section 3:
What worked well
34. Challenges
32. Going forward
38. About Malaria Consortium

2 Learning Paper
BACKGROUND
In the context of the Support to National Malaria Control Programme
(SuNMaP), demand creation is the strategic combination of advocacy,
communication and mobilisation approaches that seek to achieve increased
community awareness of, and demand for, effective malaria prevention and
treatment services.
Ibrahim and his staff
selling malaria drugs in his
pharmacy in Ogun State
What is demand
creation?
SuNMaP’s demand creation strategy for prevention
currently focuses on promoting the correct use of
long lasting insecticidal nets (LLINs) and the use of
intermittent preventive therapy (IPT) in pregnant women.
In the future, the programme will also be including
seasonal malaria chemoprevention within its remit.
For malaria treatment, demand creation focuses on
promoting improved testing, prompt and proper use
of artemisinin combination therapy (ACT) treatment
for individual cases of malaria, and effective home
management of fever, together with referrals of severe
cases to a higher-level health facility.
Demand creation interventions for malaria control are
designed and implemented to fit into strategic areas of
communication, namely:
l Socio-political interventions, which include public
policy advocacy and media advocacy
l Interventions in service delivery, which include
capacity building on client-centred counselling and
provider-promotion risk awareness
l Interventions at community and individual
level, which include a wide range of activities. They
encompass community mobilisation, entertainment-
education, TV/radio spots, dramas and music, design
of messages and materials, provider promotion risk
awareness, personal and community empowerment,
public relations, and mass media dissemination
SuNMaP
Support to the Nigeria Malaria
Programme (SuNMaP) is a £89 million
UKaid funded project that works with
the government and people of Nigeria to
strengthen the national effort to control
malaria. The programme began in April
2008 and runs to August 2015.

4 Learning Paper
BACKGROUND
Malaria in Nigeria
Malaria kills around 300,000
Nigerians a year, 250,000 of them
children. Nearly 30 percent of
childhood deaths and 10 percent
of all maternal deaths are caused
by the disease. While children
under five and pregnant women
are particularly vulnerable, almost
the entire population of Nigeria is
at risk. According to the Nigerian
government, the nation also loses
around $1 billion a year from the cost
of treatment and absenteeism.
Source: National Malaria Indicator Survey
Report 2010
To be effective, each demand creation approach
requires good quality design and production, and use
of communication support materials in print and
electronic formats.
The ‘cross-cutting’ nature of SuNMaP’s work means that
more than one of the technical components is likely to
be involved in any piece of work. As part of the broad
malaria control partnership, demand creation activities
are integrated into the government’s Advocacy,
Communication and Social Mobilisation (ACSM)
Strategic Framework and Implementation Plan, while
providing support to other intervention communication
strategies such as the LLIN mass net distribution
campaigns and capacity building components.
Within SuNMaP, demand creation provides technical
support across SuNMaP’s other five core outputs:
capacity building; harmonisation; prevention of malaria;
treatment of malaria; operations research.
Women waiting their turn at
a primary healthcare clinic
in Lagos
Photo: Akintunde Akinleye
Each demand creation
approach requires good
quality design and
production, and use of
communication support
materials in print and
electronic formats.

6 Learning Paper
SECTION 1
A child is checked for fever at
a primary healthcare clinic in
Niger State
Planning demand creation
SuNMaP works closely with the government’s National Malaria Eradication Programme (NMEP) to ensure that
every aspect of programme development ties in with the National Malaria Strategic Plan of the NMEP. The current
strategic plan (2014-2020) specifies the key targets, objectives and intervention areas for malaria control, towards the
achievement of this vision for a malaria-free country. The strategic plan identifies advocacy and communication as one
of the integrated support systems that is ‘crucial for success’. It recognises its role in improving knowledge, changing
attitudes and norms, and in exposing local cultures to new ideas and new health behaviours.
When SuNMaP’s work began, there were low levels of
use across Nigeria for products and services for malaria
prevention and treatment. The Nigeria Demographic
and Health Survey 2008 showed that net use for women
aged 15-49 years was 3.9 percent while for pregnant
women it was 4.8 percent. As a result, the need to scale
up the use of nets rapidly was particularly important.
At this point, a formative research was carried out to
assess communities’, clients’ and service providers’
knowledge, attitudes, perceptions and practices around
malaria control communications. The findings of this
research fed into the demand creation work. In addition,
an inventory of communication support material
available in the country was conducted. This, too, fed
into the design and development of communication
media and materials, as integral to implantation of
the strategic framework. Partners and stakeholders
agreed that the framework should cover all aspects
of communication and not just behaviour change
communication (BCC).
The National Malaria
Strategic Plan
recognises its role in
improving knowledge,
changing attitudes and
norms

8 Learning Paper
SECTION 1
Context
Disease burden
Social
Cultural
Economic
Communication
Technology
Political
Legal
Resources
Human and financial
resources
Strategic plan/health
priorities
Other development
programmes
Policies
Service performance
l Access to medications
l Quality of services
l Correct diagnosis
l IPT1 and IPT2 adherence
l Client satisfaction
l Political will
l Resource allocation
l Policy guidance
l Institutional capacity
building
l National coalition
l National communications
strategy
l Availability of stocks
medicines and nets
l Technical competence
l Information to client
l Improved interpersonal
communication
l Follow-up of clients
l Integration of services
l Leadership of malaria
l Information equity
l Priority consensus
l Network cohesion
l Ownership
l Social norms
l Collective efficacy
l Social capital
l Message recall
l Perceived social
support/stigma
l Emotion and values
l Beliefs and attitudes
l Perceived risk
l Self-efficacy
l Health literacy
Reduce
malaria
burden to
pre-
elimination
levels and
bring
malaria-
related
mortality to
zero by the
end of 2020
Underlying
conditions
Domains of
communication
Initial
outcomes
IndividualCommunityServicesystemsEnvironment
Behavioural
outcomes
Sustainable
health outcomes
Development of the ACSM Strategic
Framework and Implementation Plan
The NMEP’s Advocacy, Communication and Social Mobilisation (ACSM) committee, SuNMaP and consultants have developed
a framework to underpin this work, called Pathways for malaria prevention and control in Nigeria.
Behaviours community
l Improved environmental
vector control
l Participating villages
l Leaders advocating for
malaria prevention
l Resource allocation
l Individual
l Seeking early treatment
l Individuals sleeping
under nets
l Adherence of treatment
completion
l Appropriate indoor
residual spraying
l Pregnant women
attending antenatal visits,
houses getting indoor
residual spraying
Supportive environments
l Multi-sectoralpartnerships
l Public opinion
l Institutional performance
l Resource access
l Media support
l Activity level
l Community and
individual
l Media campaigns
l Radio programme
l Print materials
l CORPS
l Village days
(cleaning, nets, etc.)
l Village recognition
l Inter-education
l Social marketing
l Household care
l In-schoolprogrammes
Service delivery
l Interpersonal
communication
trainingforproviders
l Jobaids (flipcharts etc)
l Guidelines
l Programme integration
l Clientsatisfaction
programme
l Skills building/
technicalareas
l Availability of LLINs
and treatment packs
Social and political
environment
l National malaria
website
l Policy guidelines
l Malaria resources
center
l Media advocacy
l IEC steering
committee
l Coalition building

Learning Paper 9
The framework guides the development of the
implementation plan, selection of audiences, strategies
and activities. In implementing this strategy, a
range of stakeholders across the Roll Back Malaria
(RBM) Partnership are involved. This is to ensure the
demand creation support provided is matched with
a strengthening of supply activities, so that malaria
products such as LLINs, intermittent preventive
treatments (IPTs) and ACTs are available to meet the
demand being generated.
The NMEP organised an orientation on the ACSM
committee strategic framework for health educators
drawn from State Ministries of Health across the
country. The ACSM Strategic Framework was adopted
in many states and was used to guide the development
of the national and state communication action plan,
which is reviewed every year. The development and
review of the plan is conducted under the umbrella of
the ACSM section of the National and State Malaria
Control Programmes. The communication action plan
feeds into the annual operational plans of the NMEP
and the state malaria control programmes.
Implementation
The demand creation output of SuNMaP is guided by a
strategic communication planning approach based on
the ‘P Process’. This is a flexible but comprehensive five-
step process to develop communication strategies from
concept to completion. The process comprises:
l Analysis
l Strategic design
l Development and testing
l Implementation and monitoring
l Evaluation and replanning
The participation of stakeholders and beneficiaries is
critical to this work, both in its design and in carrying it
out. Capacity strengthening is also very important, as it
enables stakeholders and partners to deliver the work
and make it sustainable.
Lessons from the development and implementation
of a communication strategy for a national-wide
LLIN campaign were also fed into the ACSM Strategic
Framework and Implementation Plan.
3.
Development
and testing
2.
Strategic
design
4.
Implementation
and monitoring
5.
Evaluation
and replanning
1.
Analysis
Capacity strengthening
Participation

10 Learning Paper
In SuNMaP-supported states, much of the demand
creation work is carried out in collaboration with State
Ministries of Health through project implementing
partners. These partners, and their members at local
level, are responsible for the direct implementation of
demand creation activities according to their area of
expertise. The Federation of Muslim Women in Nigeria
and Christian Health Association of Nigeria both lead
community-level sensitisation and awareness-creation
activities for SuNMaP. The Health Reform Foundation
of Nigeria leads on advocacy. The project implementing
partners, with support of SuNMaP, work with other
viable non-government organisations with mandates
for malaria control to ensure better coverage of
communities with demand creation activities.
The programme also trained the programme staff, the
BCC subcommittee and implementing partners on
strategic communication to equip them with knowledge
while building their skills continuously as programme
activities roll out.
Project implementing partners
Project implementing
partners and their
members at local level
implement demand
creation activities
according to their area of
expertise
SECTION 1
Posters with malaria
messages are put up in Kano
Photo: William Daniels

Learning Paper 11
Case study #1
“I used to sleep outside before I
came here,” says 30-year-old Shehu
Murijanatu, a mother at the antenatal
clinic in the Somolu district of
Lagos, where a group discussion about
malaria prevention and treatment is
taking place. “I got the message
that it’s not good to sleep outside
and now I sleep inside under a net
even when it’s hot.”
Shehu, who is six months pregnant and
has four children including three-
year-old twins, has been attending
the clinic since her pregnancy was
confirmed.
Now, the whole family, including her
husband, sleeps under a net.
As part of routine antenatal care,
the clinic holds regular discussions
about malaria prevention and
treatment. There is also very specific
information about the best ways to
prevent and treat malaria. This all
forms part of the SuNMaP-supported
demand creation activities in Lagos.
“I already knew that mosquitoes
caused malaria because I heard about
it on the television and radio,” she
explains. “I found a solution was
to buy a mosquito coil, and I was
using that. But when I started coming
here, I discovered this had health
implications. Now we all sleep under
a net instead.”
Shehu works as a trader and her
husband is a commercial motorcyclist.
The family has a small business
selling cloth. They live in a one-
room apartment.
“Sometimes I have to go outside to
wash plates at night. But I do that
quickly and go back inside. I don’t
let the plates soak in the water. I
also learned to keep the area outside
clean.“
“Now that I am using a net and
keeping the environment clean, the
children have not experienced so much
malaria,” she says.
Shehu has also found out more about
malaria treatment, both for herself
and for her children when they have
experienced malaria.
“Before I came here, I bought
paracetamol from the neighbourhood
shop when they got malaria. I don’t
do that now.
But when they have a fever I know I
can bring the children to the clinic
for treatment,” she says. “And the
net, it is hanging even now.”
A Lagos mother learns about malaria
treatment and prevention
Now that I am using
a net and keeping the
environment clean,
the children have not
experienced so much
malaria.

12 Learning Paper
SECTION 2
The catch-up phase of demand creation refers to a roll out of communication
campaign activities aimed at rapidly increasing the levels of information and
education around malaria prevention and treatment activities.
Catch-up

Nets in storage at a primary
healthcare centre in
Iberekodo, Ogun State
Demand creation has been rolled out in catch-up and
keep-up phases.
Both phases broadly follow the stages below, with
differences in the details of each phase.
1.
Preparation, which includes development of capacity
for development, implementation and monitoring
and evaluation of the plan (for staff, stakeholders,
implementing partners, community-based
organisatons, media and so forth).
2.
Development of a communication plan, which includes
objectives, messages, audience, channels and MOV
3.
Materials development, which include pre-testing
4.
Implementation plan development. This includes a
media plan, community activation plan, training plan,
community dialogue plan, material distribution plan,
and so forth
5.
Monitoring and evaluation
6.
Replanning, including innovations
Communication
campaign activities
aimed to rapidly
increase levels of
information and
education around
malaria prevention and
treatment activities

14 Learning Paper
SECTION 2
In 2009, SuNMaP, in collaboration with other RBM
partners, decided on the LLIN distribution campaign
as the entry point to malaria prevention control. It was
designed to demonstrate the significant benefits of
LLINs in the achievement of the malaria control targets.
The model for the distribution campaign was piloted in
two SuNMaP-supported states – Kano and Anambra.
The NMEP and SuNMaP, together with partners, sought
to scale up rapidly the coverage of nets across the
country. The target for the campaign as a whole was to
place two LLINs in every household in each state across
the country.
The state support team, which was set up at national
level to work with the NMEP, was responsible for the
design and management of the LLIN distribution
campaign and for achieving the campaign’s objectives.
The state support team work streams, including
demand creation, provide technical support under the
leadership of an adviser. These adviser positions are
funded by SuNMaP.
Demand creation was crucial to the success of the
campaign, having a focus on promoting LLIN use
and providing information about the places where
nets were collected by household members. The
methodologies and guidelines for demand creation
and the communication support materials were
tested as part of the pilot in Anambra and Kano. They
were subsequently refined before being rolled out
nationwide.
Long lasting insecticidal nets campaign
Demand creation was
crucial to the success of
the campaign, having
a focus on promoting
LLIN use and providing
information about the
places where nets were
collected

Learning Paper 15
Case study #2
Olatunde Adesoro
Technical Malaria Manager
Ogun State
“Whenever we have a service at a
health facility, the providers
have to get the beneficiaries
to come and get the services,”
says Olatunde Adesoro, Technical
Malaria Manager for SuNMap in Ogun
State.
This is a significant part of
demand creation – showing people
that services are available and
why they should access them.
“We work with different
shareholders and policy makers,
health workers and beneficiaries.
Demand creation links policy
makers to health workers, and in
turn, links health workers to the
community.”
Ogun State is in south-west
Nigeria, with a population of
around 3.75 million. It is an area
of mainly peasant farmers in rural
communities. Most live below the
poverty line.
In 2009, there was a mass LLIN
campaign in Ogun State and
SuNMaP’s demand creation work was
an integral part of that campaign.
“We carried out demand creation
in terms of mobilisation for
the nets campaign. There was
a comprehensive package, with
house to house mobilisation, peer
education, and registration. We
went around to register people
and give them cards. There were
good opportunities for one to
one communication beyond the
distribution points where nets
were collected.”
Demand creation at SuNMaP works
through the framework of the
Advocacy, Communication and Social
Mobilisation strategy plan, which
addresses the kind of activity
the programme wants to carry out,
and considers who will carry it
out, where and when, the resources
needed, and how to monitor and
assess this work. This strategy is
decided at national level.
Advocacy has been particularly
successful in Ogun State, Olatunde
believes. “We used this to
achieve some changes in policy
direction. For instance, the use
of choloroquine as a first line
treatment was stopped through
demand creation work.”
There is also a ’malaria
ambassador’ to support this – a
popular figure who can talk to
people in government about malaria
control.” The malaria ambassador
works alongside the Health Reform
Foundation of Nigeria, the project
implementing partner that works on
advocacy to government agencies,
the media and so on.
Demand creation is now a routine
part of both antenatal care and
immunisation clinics for children.
Attendance at antenatal clinics
has gone up considerably during
SuNMaP’s period of work. In 2009,
85,441 women visited a public
health facility; in 2012. the
figure increased to 175,127.
An average of 15,000 pregnant
women a month now receive health
education about malaria – all
women at public health facilities
get this information.
“We have a package for
communication involving maternal
care. We have carried out
training for health workers
on how to communicate with
patients, the use of medication
and intermittent preventive
therapy for pregnant mothers.
Using community mobilisers means
there is an increased level of
knowledge at that level too.
Community work includes rallies,
community dialogues and drama
presentations.
There was also a substantial
media campaign involving radio
and television during the LLIN
campaign, and the links with
the media have been maintained.
Radio messages cover the whole
population of the state.
The past five years of demand
creation has changed the way
malaria prevention and treatment
is seen in the state.
“Demand creation has also led
to increased service uptake,
in clinic attendance and
immunisation,” says Olatunde.
“There are more beneficiaries.
And in terms of increased
awareness, people are demanding
services from facilities and the
government, leading to better
control of malaria. In all these
areas, demand creation is counted
a success.”

16 Learning Paper
SECTION 2
The refined methods and guidelines of demand creation
support to the LLIN campaign involved the use of
relevant communication approaches to engage priority
target audiences. The focus was on:
1.
Where and when to access the nets
2.
Benefits of LLINs for malaria prevention and control
3.
Addressing the myths and misconceptions about LLINs
that had discouraged their use
4.
Demonstration on how to hang and sleep under the net.
5.
Advocacy to policy makers and community leaders to
provide needed support and enabling environment for
the campaign
Lessons learned by the programme in supporting LLIN
campaigns in Kano, Anambra and other SuNMaP focal
states – and from LLIN campaigns in other countries
– were used to develop a comprehensive strategy on
demand creation. This encompassed both accelerated
(campaign) and routine services for prevention and
treatment of malaria.
By March 2013, the LLIN mass distribution campaign
had covered all 36 states, and the federal capital
territory, Abuja, at the rate of two nets per household.
Demand creation
support to the LLIN
campaign involved the
use of communication
approaches to engage
target audiences

Learning Paper 17
Case study #3
Kolo Yakubu
Senior Technical Malaria Manager
Niger State
“Demand creation is key to the work
I do,” says Kolo Yakubu, Senior
Technical Malaria for SuNMaP in
Niger State. Kolo provides technical
support to the State Ministry of
Health on malaria control. Niger
State was one of the first group
of states supported by SuNMaP from
2008.
Niger State, which lies in Nigeria’s
middle belt, and shares a border
with Benin, has the largest land
area of all Nigeria’s states. At
71.5 percent, its poverty rate is
one of the highest in the country.
“Services and commodities are
better accessed when people demand
for them and have appropriate
health-seeking behaviours. Those
are the outcomes of our demand
creation activities,” he explains.
Demand creation involves SuNMaP
staff working with a range of
different partners. In Niger
State, a long-term, state-
based Communication Technical
Assistant supports three project
implementing partners who
implement demand creation or
advocacy in the community.
Kolo considers that SuNMaP’s
demand creation work in Niger
State has been successful in
various ways.
For instance, demand creation was
a significant element of the 2009
LLIN distribution. Before the net
campaign, “there were widespread
misconceptions that the nets cause
skin irritations, generate heat
and can even cause death when
used. The demand creation team
carried out a community-level
assessment to determine barriers
to use and factors promoting use.
These were crafted into messages
for mass media and community-level
interventions.”
During the campaign, the project
implementing partners carried
out interventions at community
level, while the mass media aired
jingles and other radio spots. At
LLIN collection points, health
education units were set up with
net hanging demonstrations to
create demand for hanging and use.
Community drama sessions were held
across the state as well.
This has had a substantial long-
term impact. According to the
Net Retention Survey, carried
out shortly after the state net
distribution, 28.5 percent of
people who had nets said they
slept under it the night preceding
the survey. In February 2012, the
Nigerbus survey reported that 78
percent slept under a net the
night preceding the survey.
In 2010, SuNMaP supported the
state to develop a multi-year
communication action plan for
malaria for the state. This
feeds into the state’s annual
operational plan for malaria.
Demand creation in Niger State was
instrumental to the adaptation of
materials – both electronic and
print – that were subsequently
used in other SuNMaP states.
Demand creation is now embedded
as part of routine services.
There are posters in three
local languages in the routine
facilities with information
about malaria services. There
are sessions for demand creation
on antenatal days by the health
providers and women go home with
leaflets about services and proper
use of commodities. These reach
about 10,150 antenatal care
attendees a week at 406 health
facilities.
“We use radio dramas, magazines,
jingles, spots, and public
announcements. Posters and leaflets
are produced and distributed to
service delivery points, community
centres and places of worship.”
World Malaria Day, which takes
place every year, also provides
opportunities for local dialogues,
sensitisation events and community
drama.
“We have seen better uptake of
services over the years and
malaria control activities
continue to gain visibility in
the state,” Kolo confirms. “This is
largely attributed to the demand
creation activities and support we
continue to give.”

18 Learning Paper
SECTION 2
Women receiving their free
mosquito net during a LLIN
distribution campaign in
Kano

Learning Paper 19
Case study #4
Less than six months ago, twenty-
six-year-old Aisha carried her
two-year-old daughter to a local
clinic where she was admitted for
severe malaria.
After a two-week stay, Aisha’s
daughter was fortunate to return
home to her village in Tarauni,
an area just outside of Kano,
Nigeria. However, Aisha did not
know how to protect her family
in the future – she did not own
a mosquito net at the time and
unaware of its benefits.
“After my daughter fell sick with
malaria, I worried that it would
happen again to one of my other
children,” says Aisha.
“But then I heard from our town
announcer they were going to give
out free nets to stop malaria. Now
I have covered our bed and there
will be no more mosquitoes in
here, and no more fever.”
SuNMaP has developed a range
of communications under its
demand creation strategy. Radio
broadcasts promote the benefits
of the nets and community
leaders educate people about the
importance of hanging them up
every day.
Town criers, like the one that
Aisha heard, announce the delivery
of the nets to their village. The
messages that they shout have been
carefully developed and tested.
They focus on the importance
of the nets, the link between
mosquitoes, malaria and net use,
where to get the nets and how to
care for them. Importantly, they
teach people to “use the net”
rather than re-sell it or use it
as a fishing net or a sieve for
cooking.
Using the nets in Kano
The message telling people where
and when to collect their nets
was so successful in Nigeria’s
Kano and Anambra states that
thousands of people flocked to
their local net distribution
points.
Zainab Abdu lost one of her two
sons to malaria when he was six
years old.
But thanks to SuNMap’s messaging
campaign, Zainab now knows the
importance of her two free
mosquito nets.
“He was not sleeping under a
net,” she says. “If he was
sleeping under a net he would
not have got malaria.”
“After the net is aired,
tomorrow I’m going to hang it on
the bed and sleep under it with
my son. My husband will sleep
under the other net.”

20 Learning Paper
SECTION 2
The keep-up phase of demand creation involves the
routine communication activities aimed at sustaining
levels of information, education and communication
that lead to a change in, and maintenance of, behaviour.
Demand creation has become an established part of
communities, health facilities and the media in the
states where SuNMaP is working. At the same time,
innovation, and replanning in the light of experience, is
essential to the success of this phase.
Keep-up
Malaria prevention, control and treatment services are
now being strengthened routinely at health facilities
and community settings. These include the distribution
and effective use of malaria prevention products and
services at antenatal clinics, facilities offering child
care, including immunisation sessions, and organised
community events.
The demand creation activities in support of routine
malaria services include demonstrations on hanging,
use and care for LLINs and community discussion
groups on malaria awareness. Through service providers
and radio formats, information is disseminated on the
prevention of malaria in pregnancy, testing before
treatment, and treatment of malaria in children under
five and in the adult population.
Demand creation in routine services
Using mosquito nets at a
primary healthcare centre
in Iberekodo, Ogun State

Learning Paper 21
Radio jingles
Radio has been identified as a key
communication channel to reach
audiences targeted for malaria control
information.
An initial set of radio jingles was
produced to address the myths and
misconceptions related to LLINs that
were documented during the LLIN
distribution campaign. The demand
creation message and media mix
extended beyond the campaign to cover
other areas of malaria control, such as
case management and the prevention
of malaria in pregnancy. Radio spots
were developed as a result. An average
of four radio spots in English and local
languages addressed the key behavioural
problems related to net use, case
management and prevention of malaria
in pregnancy. The radio spots are being
aired on 22 radio stations in nine focal
states.
SuNMaP also developed a 26-part radio
series, combining entertainment and
education to deliver key messages on
malaria prevention and control. The
messages in this series were designed
to motivate the audiences to adopt and
maintain desirable individual behaviours
and to advocate for social change for
malaria prevention and control. The 26
episodes of the radio programme aired
in the initial six SuNMaP focal states in
year four of the SuNMaP programme. It
reached around 10 million listeners, who
are mainly care givers of children, heads
of households and community leaders.
Print materials
More than 1.5 million copies of a
variety of posters, wall charts and
motivational leaflets were developed,
produced and distributed in the nine
SuNMaP-supported states. The materials
address key malaria issues or problems
regarding net use, case management and
prevention of malaria in pregnancy.
While the malaria control messages
share the same content across the states,
their design varies slightly in each state,
to take into account language, cultural
and geographical differences.
Development of communication materials

22 Learning Paper
SECTION 2
Creative approaches to delivering malaria messages
Malaria logo
In 2010, SuNMaP supported the ACSM
subcommittee of the malaria technical
working group of the NMEP, to develop
the malaria logo. The logo was designed
as a symbol of quality and authority for
malaria control products and services,
with the tagline: For a malaria-free
Nigeria, play your part.
Bus branding
Bus commuters in the metropolitan
area of Lagos were considered to be an
ideal ‘captive audience’ for messages on
malaria control. The outside panels and
the seats of the buses were branded with
malaria prevention messages. According
to a community assessment report,
the messages on the buses were seen
by residents and commuters along the
bus routes. Respondents listed branded
buses as one of their key sources of LLIN
messages.
A poster on using a malaria
net designed for Kano State
For A Malaria Free Kano State, Play Your Part
Sleep inside
the NET every night
anywhere you sleep
Messages during football matches.
SuNMaP supported the design,
development, and production of a
television spot on LLIN. This spot had
a message delivered by three national
football players and the head coach,
and was aired as integral to the United
Against Malaria campaign on malaria
during the African Cup of Nations 2013.
The main message of the TV spot is
to motivate men to buy LLINs and
encourage their family to sleep under
LLINs every night. The spot was aired by
two national and satellite TV stations,
which ensured a wide reach to the target
audience

Learning Paper 23
Show your Clients You Care
Encourage early registration
Greet clients in a respectful manner
Introduce yourself and offer a seat
Be open and give them full attention
Register client and take history
Educate clients about use of LLIN
Including: benefits and how to hang
and sleep inside the net during health talk
Give LLIN to all pregnant women and
Keep records of distribution of LLIN
Ask question to confirm gestational age
Ask relevant about sulphomaide sensitivity
before you administer IPTp-SP
Tell client about benefits of IPTp-SP
Tell clients about other services available in
ANC for malaria (Testing and treatment)
Be sure to give client IPTp-SP as recommended
first dose after 16 weeks
2nd dose, 4 weeks after first dose
Repeat information where necessary
Administer SP as DOT (photo)
Ensure potable water is available
Pregnant women should not be discouraged
from eating before coming to clinic
Replenish your stock of Sps and LLIN to prevent
stock out
Ensure proper storage of SPs to maintain potency
Record SP uptake in ANC card and register
For A Malaria Free Enugu State, Play Your Part
Registration at ANC
LLIN
IPT(i)
IPT(ii)
Communication materials
designed for service
providers in Enugu State

24 Learning Paper24 Learning Paper
What worked well
SECTION 3
The emphasis given to each of the communication
channels was based on evidence gathered, such as that
from the 2012 Omnibus survey. The channels have
been chosen to maximise both the reach (number of
people reached) and depth (the impact it has had) of
the communication.
1.
Radio jingles:
This has worked particularly well. Over the month prior
to February 2012, 47 percent of respondents in the
areas surveyed heard messages about nets, 53 percent
heard messages about preventing malaria in pregnancy,
and 38 percent heard messages about ACTs.
2.
Print materials:
According to the 2012 Community Level Assessment,
health workers reported getting malaria information
from posters on display at the facilities and leaflets
used during counselling sessions. In assessments
of specific states, care givers and pregnant women,
health workers and community members all observed
that print messages are vital and popular sources of
information.
3.
Health centres and hospitals:
Discussions on malaria prevention and treatment
are part of routine healthcare in antenatal and child
health clinics. Of the target population, 80 percent
considered that these sources of information were the
most important. Appropriate print materials are also
available here.
SuNMaP, in collaboration with the national and state governments and other
partners, has worked to develop a comprehensive malaria communications
plan. This strategic approach used a mix of media, with radio as the lead
medium. This has been complemented with interpersonal communication in
the form of health talks on malaria prevention, treatment at service delivery
points and dialogues at community settings.
A malaria
communications plan
used a mixed media
approach and has
been complemented
with interpersonal
communication
A mother hanging up her
mosquito net

Learning Paper 25Learning Paper 25

26 Learning Paper
SECTION 3
26 Learning Paper
The channels have been
chosen to maximise
both reach and depth of
the communication
4.
Community mobilisation:
Trained non-government organisation facilitators
conducted community dialogues in phases, with
concentration in specific communities, in 31 local
government areas where service providers had been
trained on malaria control. Community meetings
and healthcare settings are the most effective ways of
reaching individuals and households on a deeper level.
5.
Development of the malaria brand:
The logo and tagline are now being used across the
country, on governmental and other official documents,
and communication messages and materials. The logo
and tagline were used as the national slogan to support
World Malaria Day in 2011 and 2012. Each state
adapted the tagline for their own area. For instance, in
Ogun State, it read: For a malaria-free Ogun state, play
your part.
6.
Leveraging on football matches to deliver
malaria messages:
The television post on LLINs appeared on YouTube
and had 446 views, making it one of the most
popular United Against Malaria TV Public Services
Announcements on YouTube.
A nurse checks the blood
pressure of a pregnant
woman at a primary
healthcare centre in
Iberekodo, Ogun State.

BACKGROUND
SECTION 3
This use of multimedia has led to beneficial effects
across SuNMaP-supported states. Surveys and
community-level assessments indicate that radio
remains the leading source of exposure to malaria
messages, and that the radio IPC session and
community dialogues have contributed immensely
to the increase in knowledge of the benefits of LLINs
and IPTs and effective home management of fever. In
SuNMaP focal states, the use of LLIN increased from 35
percent in 2010 to 47 percent in 2012.
Proportion of women in child bearing age who
know the preventive benefits of IPTs
Trends in use of net in focal states
100
80
60
40
20
0
Feb ‘10 Feb ‘12
Anambra Kano Katsina Lagos Niger Ogun
Source: Omnibus Survey, 2010; 2012
Source: Nigeria Malaria Indicator Survey 2010: Sub-analysis for SuNMaP
Indicator National SuNMap
All states Old states New states
Proportion of households with at
least 1 ITN
42.0%
29.4%
33.7%
54.9%
36.2%
51.1%
50.4%
30.4%
46.9%
64.7%
48.6%
63.8%
Proportion of under 5 using ITN
last night
Proportion of pregnant women
using ITN last night

Case study #5
Traditional birth attendant Hajia
Zuwaira Muhammad is keen to spread the
message about malaria prevention and
treatment.
“We are ready to enlighten our people,
and help them when they get sick,” she
says.
Zuwaira Muhammad has become a community
caregiver (CCG), adding knowledge
on the prevention of malaria and
management of fever in children, to
her experience of helping women in
pregnancy and childbirth. The CCGs are
a cadre of community service providers
selected from the community and trained
to work as volunteers in malaria
prevention and control.
Zuwaira Muhammad works in Jigirya, a
community of around 21,000 people 8km
from Kano city centre, Kano State, in
northern Nigeria. In Jigirya, many
pregnant women rely on traditional birth
attendants for their antenatal care and
help when they are giving birth.
There, as in many other parts of the
country, malaria transmission occurs
all year round, yet health facilities
are not always available. Many people
visit patent medicine vendors (who
sell non-prescription drugs in their
small shops), or visit neighbouring
areas for their healthcare. Lack of
health facilities and low literacy
levels often mean that minor ailments,
including simple cases of malaria,
are neglected. As a result, malaria
sometimes develops into complicated
cases, contributing to high levels
of infant and maternal sickness and
mortality.
SuNMaP supports the training of CCGs,
as part of the measure to increase
access to malaria prevention and case
management at community level. In Kano
State, 747 CCGs were trained.
The training equipped the CCGs with
knowledge about preventing malaria, the
symptoms of uncomplicated malaria and
the danger signs of severe malaria.
This training has strengthened the
CCGs’ ability to work as service
providers; it has also supported
mobilisation efforts towards improvement
in the quality of malaria prevention at
community level.
Since her training, Zuwaira Muhammad
has been active in malaria prevention
and control, which she did not have an
interest in before. She now mobilises
community members to clear their
environment to get rid of mosquitoes,
and has gained the confidence to run
group discussions about malaria.
She is now able to recognise high
fever, vomiting and shivering in
children of neighbours and visiting
clients, and refers them to the
specialist hospital for urgent
attention. She has already made three
such referrals since.
Zuwaira Muhammad’s enthusiasm after the
training means that other members of her
community will also gain the information
needed for improved malaria control.
“Now we know the danger signs of
severe malaria, and the importance of
preventing malaria in pregnant women,”
she says.
Spreading the message about malaria in Kano
SuNMaP supports
the training of
CCGs, as part of the
measure to increase
access to malaria
prevention and case
management at
community level.

30 Learning Paper
SECTION 3
A family in Kano using their
mosquito net

Learning Paper 31
Case study #6
Chibuz Oguoma
Technical Malaria Manager
Enugu State
“Communication is important at
all levels,” says Chibuzo Oguoma,
Technical Malaria Manager in SunMaP’s
Enugu Office and who manages all SuNMaP
activities across the programme’s
outputs.”Without this buy-in, there is
no hope for success or sustainability
post SuNMaP.”
SuNMaP has been operating in some
states in Nigeria since 2008. Work
began in a further four states in
2012, which includes Enugu State.
Demand creation in Enugu State is
in early stages of planning and
implementation.
“We started in Enugu in June 2012 (we
were in Anambra from August 2008 where
we supported the putting in place of
a robust demand creation framework and
network). We used the media materials
produced for Anambra State in Enugu,”
says Chibuzo.
Enugu State has a projected population
of a little over four million people.
There are two major towns – Enugu and
Nsukka – but more than 70 percent of
the population lives in rural areas,
and the poverty rate is estimated to
be more than 26 percent. More than 70
percent of the population is literate.
“Demand creation is especially
important for preventive and
treatment/case management activities
to succeed,” he says.
Before SuNMaP was rolled out
in the state, there were demand
creation activities around the use
of artemisinin combination therapy
carried out by a range of non-
government organisations. The state
also carried out demand creation
activities using different media to
support a 2011 LLIN distribution
campaign.
But since SuNMaP started work in
Enugu, this has developed so that more
radio jingles are being used. It
has also carried out community level
activities: health talks were given
to more than 88,400 women in about 442
communities or settlements.
An Advocacy, Communications and Social
Mobilisation (ACSM) subcommittee was
inaugurated and trained on basic ACSM
techniques, even though majority of
the members have media background
(from radio, television, newspaper
outfits and government health education
units). They were also given training
on basic prevention and treatment of
malaria.
SuNMaP in Enugu State has also
developed, in conjunction with
the ACSM subcommittee and project
implementation partners, a microplan
for advocacy and social mobilisation
activities.
“With revised and soon to be produced
media materials – advocacy kits,
flyers, posters, job aids, calendars
– we will reach all those targeted
soon,” Chibuzo says.
“Surveys are planned to tell exactly
how well demand creation activities
have worked in Enugu. But anecdotal
evidence is very positive.”
Communication is
important at all levels.
Without this buy-in,
there is no hope for
success or sustainability
post SuNMaP.

32 Learning Paper
SECTION 3
32 Learning Paper
Challenges
Malaria is increasingly being seen as a serious health and economic problem, not only
for vulnerable groups but for entire communities in endemic countries such as Nigeria.
With the concerted efforts of RBM partners, the ownership of LLINs is increasing, and the
knowledge about the benefits of LLIN and IPT is also increasing, albeit slowly. However,
there is still a need to scale up demand creation activities everywhere, and to consolidate
the work already done.
Specific challenges are:
1.
The need to ensure that demand and supply are
synchronised.
2.
The capacity of NMEP and state malaria control
programmes to revise and replan an ACSM strategy.
This needs to support both new interventions and
evidence that shows how existing malaria control
interventions are being used.
3.
Public and private partnership should be developed to
ensure better synergy between BCC and marketing or
advertising.
4.
Malaria communication messages should be integrated
into appropriate wider health messages.
5.
Low levels of government funding for communication
and other malaria control activities.
6.
The need for value for money in communications,
which is essential to make best use of available
resources. BCC materials need to be produced a long
time ahead of any campaign. The core lesson is to move
rapidly.
In general:
1.
Although the programme training workshop for the
project implementing partners and other volunteers is
established, there is a persistent challenge regarding
the inadequacy and availability of trained demand
creation professionals. This has a negative impact on
the overall planning and delivery of demand creation
activities.
2.
The nature of demand creation in relation to the nature
of the malaria transmission also creates a challenge.
Malaria programmes require introduction of prevention
and treatment products that are considered by
many of the target population as foreign, unpleasant,
relatively unaffordable and uncomfortable to use. These
barriers create challenges for demand creation in the
application of strategies to achieve desired behaviour
changes.
3.
There is a need for the evaluation of demand creation
activities, and to regularly assess what has and has
not worked. However, the mechanism for assessment,
monitoring and evaluation, is already being
strengthened with regular conduct of community-level
assessment of demand creation interventions, conduct
of operation research and to subscribe to the data on
the population reached by messages disseminated
through mass media channels.
A nurse administering malaria
drugs at a primary healthcare
centre in Iberekodo, Ogun
State

SECTION 3
Going forward
However, lessons learned from the
work so far will be factored into what
follows. These lessons include:
1.
Start planning demand creation work early
2.
Continuously build monitoring into the process
3.
Emphasise and ensure the use of monitoring and
evaluation information to revise the communications
strategy, and develop messages and materials
4.
Use evidence to explore new methods of
communication
1.
Interpersonal communication and mobilisation:
Schools will be encouraged to engage the interest of
pupils in community-level mobilisation activities in
support of malaria control. This will be in addition to the
ongoing community dialogue and road shows. The school
intervention will be piloted and monitored in a few areas
in two states, to assess its effectiveness in spreading
information among young people and their parents or
guardians. In addition, the programme will emphasise
interpersonal communication and counselling towards
making service delivery more user-friendly.
2.
Message dissemination through radio will continue:
Radio will continue to be used and its impact monitored.
BCC print materials have been distributed to health
facilities and the community since 2011. Their use and
impact will continue to be monitored to ensure they
remain relevant. Messages and materials will also be
developed on net care and repair as part of plans to
enhance and support ownership and use of LLIN in the
focal states.
3.
Integration of malaria into the broader health system:
As malaria control is implemented within the wider
health system, it is most important that demand creation
is integrated alongside it. The creation of demand for
malaria products and service as part of both a focused
antenatal package and of child welfare remains relevant.
The use of text messages to communicate with target
populations should be considered as part of the
creative approach to the delivery of malaria prevention
and treatment messages. However, the use of this
approach will depend both on the extent to which these
populations can be reached through text messaging,
and the effectiveness of the messages delivered.
The remaining period of SuNMaP’s demand creation work will focus on the consolidation
of its achievements, while working with partners to scale up sustainable interventions
that can continue with limited support from SuNMaP. It will continue to support
demand creation activities throughout LLIN campaigns and support federal and state
communications work.
Other work to be carried out is in the
areas of:

Case study #7
Tosin Kareem, 25, is nine months
pregnant with her second child and
is taking part in a discussion group
about malaria at her antenatal clinic
in Lagos’s Somolu district.
“Before I came here, I didn’t take
malaria prevention seriously. I had
heard the messages, but I ignored
them,” she says.
But as part of her antenatal care,
Tosin has been given direct and
specific malaria prevention advice,
designed to minimise the chances
of either her, her four-year-old
daughter, or the new baby, contracting
the disease.
“I first came to this clinic when I
was four months’ pregnant with this
child. Normally, I have regular bouts
of malaria sickness. I go to the
nearby chemist and get drugs you can
buy without a prescription. When I
came here, they prescribed drugs to
make sure I didn’t get malaria while
I was pregnant. And they made sure I
was using a net properly. Since then,
I haven’t been sick.”
Tosin lives with her husband in a
’face-to-face’ house – a one-room
home that directly faces another.
“Now, any time I sleep I make sure
the child and I sleep under the net.
Before I came to this clinic, we used
the net which we got from the public
distribution, but not regularly. I am
also more educated as to the importance
of keeping the environment clean to
prevent mosquitoes breeding. I know
more about what malaria is,” she says.
Tosin also listens to the SuNMap-
produced radio jingles about malaria
and thinks that the combination of
information for the general public,
and information targeted to pregnant
women like her, works well.
“My husband also takes malaria
seriously and sleeps under the net.
My daughter hasn’t been ill since
using the net,” Tosin says proudly.
“In fact, she has never had malaria.”
Messages that work
Now, any time I sleep I
make sure the child and
I sleep under the net... I
am also more educated
as to the importance
of keeping the
environment clean to
prevent mosquitoes
breeding.

BACKGROUND
Malaria Consortium works in Africa and Asia with
communities, government and non-government
agencies, academic institutions, and local and
international organisations, to ensure good evidence
supports delivery of effective services.
Areas of expertise include disease prevention, diagnosis
and treatment; disease control and elimination; health
systems strengthening, research, monitoring and
evaluation, behaviour change communication, and
national and international advocacy.
An area of particular focus for the organisation is
community level healthcare delivery, particularly
through integrated case management. This is a
community based child survival strategy which
aims to deliver life-saving interventions for common
childhood diseases where access to health facilities
and services are limited or non-existent. It involves
building capacity and support for community level
health workers to be able to recognise, diagnose, treat
and refer children under five suffering from the three
most common childhood killers: pneumonia, diarrhoea
and malaria. In South Sudan, this also involves
programmes to manage malnutrition.
Malaria Consortium also supports efforts to combat
neglected tropical diseases and is seeking to integrate
NTD management with initiatives for malaria and other
infectious diseases.
With 95 percent of Malaria Consortium staff working in
malaria endemic areas, the organisation’s local insight
and practical tools gives it the agility to respond to
critical challenges quickly and effectively. Supporters
include international donors, national governments and
foundations. In terms of its work, Malaria Consortium
focuses on areas with a high incidence of malaria and
communicable diseases for high impact among those
people most vulnerable to these diseases.
Malaria Consortium is
committed to a practical
approach that integrates
engagement between
the community and
health services, and
national and global
policy makers. It is
an approach that is
underpinned by a
strong evidence base
and driven by shared
learning within and
between countries
Mother and child at a primary
healthcare clinic in Lagos.
Photo: Akintunde Akinleye
SECTION 3
Malaria Consortium
Malaria Consortium is one of the world’s leading non- profit organisations
specialising in the comprehensive control of malaria and other
communicable diseases – particularly those affecting children under five.

38 Learning Paper
Malaria Consortium
Development House
56-64 Leonard Street
London EC2A 4LT
United Kingdom
Tel: +44 (0)20 7549 0210
Email: info@malariaconsortium.org
This material has been funded by UK aid from the UK government,
however the views expressed do not necessarily reflect the UK
government’s official policies

Building capacity for creating demand in support of malaria prevention and control

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