Published on May 28, 2021 1:41 PM GMT
FEM’s co-founders look back on their proof of concept campaign and ahead to a pilot campaign
Family Empowerment Media (FEM) is an evidence-driven nonprofit working to improve maternal and child health. We do this by providing clear, compelling, and accurate radio-based communication that targets barriers to the uptake of family planning services. We launched in September 2020, after our co-founders participated in the Charity Entrepreneurship Incubation Program.
We explained in an earlier post (Introducing Family Empowerment Media) post why we think family planning is a cause worth prioritizing. Enabling couples to access modern contraceptives may be one of the most cost-effective ways to avert maternal deaths, in addition to providing a host of other benefits. Often, beliefs and attitudes are the largest obstacle to couples’ accessing modern contraceptives. FEM seeks to promote more informed beliefs and attitudes through educational radio campaigns. We operate in Northern Nigeria, where radio is affordable and widely trusted. We estimate that by 2025, FEM will have helped avert approximately 600 maternal deaths, at a cost of $3,600 per death averted.
In this post, we look back on our first half year, FEM’s proof of concept phase, and ahead to our plans for the remainder of 2021, FEM’s pilot phase (Figure 1). For those interested, we close with some opportunities to support us.
Our proof of concept (Sep. 2020-Feb. 2021)
Approach and overall results
The overarching aim of the proof of concept phase was to learn, “is it feasible for us to implement our model?” We believe we passed the feasibility test. In early February, we conducted a one-week campaign that:
Broadcast ads 140 times on two radio stations
Reached up to 2-3 million listeners
Was remembered by about four out of five radio listeners, according to a small survey we conducted
To successfully implement the proof of concept, we set three key objectives for ourselves: (1) select a promising location to launch, (2) develop implementing partnerships and build a network of supportive stakeholders, and (3) execute a short campaign. We describe how we approached each objective and our results in the section that follows.
Figure 1: FEM’s proof of concept and medium-term plans
Results by objective
(1) Select a promising location to launch
We selected Kano, Nigeria as our launch point after a three-month, multi-stage analytical process (Figure 2). It was important for us to rigorously evaluate our geographic options. Much as the impact of your charitable dollar can go further in low-income countries, the cost-effectiveness of family planning interventions can vary dramatically across regions and even within countries.
We used cost-effectiveness analysis, weighted factor modeling, crucial considerations, and expert opinion to narrow down a range of potential locations. Ultimately, our country selection came down to Ghana, Nigeria, and Rwanda. We selected Nigeria largely due to its more affordable radio airtime rates, which significantly improved the projected cost-effectiveness of our work. Within Nigeria, Kano stood out across multiple prioritization methods. Key decision factors were Kano’s high rates of maternal mortality, relatively consistent supply of contraceptives, supportive Ministry of Health, and low airtime rates (~$5 for a one-minute ad on a station reaching about 2 million listeners).
Figure 2: Location prioritization methods - country and state
(2) Develop implementing partnerships and build a network of supportive stakeholders
We secured support for FEM from key stakeholders at the federal and state level, and kickstarted implementing partnerships with several organizations. We prioritized establishing partnerships because they are necessary to operate in some cases, and can improve our effectiveness in others.
We formed productive implementing relationships with:
One local implementing partner, iDevPro-Africa, which is bas...