The Albishirin Ku! Radio Drama: How a Nigerian Drama Harnessed Community Voices and Innovative Storytelling for Lasting Impact

"Through the project's intentional engagement with communities in northern Nigeria, audience members shaped the drama's storytelling to ensure cultural resonance and emotional engagement with issues."



This report, published by Breakthrough ACTION, looks at the development of the Albishirin Ku! Radio Drama in Nigeria. The drama formed part of an integrated social and behaviour change (SBC) activity designed to improve health behaviours, including those related to: childbirth spacing; maternal, neonatal, and child health (MNCH); nutrition; and malaria prevention and treatment. The report explores how research informed the design of the radio show, delineates specific factors that led to the success of the show, and shares lessons learned for those interested in developing similar programmes.      



As explained in the report, in northern Nigeria, maternal and child mortality rates are high, and traditional health-seeking behaviours are hindering progress. To address these challenges, Breakthrough ACTION, through a partnership with the Government of Nigeria, developed the Albishirin Ku! radio show, which started broadcasting in 2019. Albishirin Ku! is a Hausa expression meaning "Good Tidings". The show consisted of five-minute drama segments that were broadcast throughout the day in four Nigerian states for seven seasons. The episodes were also made available on mobile phones and accompanied by games and aftershow programmes that discussed the drama segments. According to the report, the edutainment format was used, as behaviours are influenced not just by knowledge but also by emotions. "What people think other community members are doing, i.e. social perceptions, also affects their behaviour. A drama with relatable characters in a culturally resonant setting can tell stories that touch the hearts and minds of people and model realistic change."



The report highlights the reach and impact of the series before looking more closely at the reasons for the positive impact. For example, 76% of men and women in states where the programme aired reported they were exposed to the Albishirin Ku! radio show. Of those who reported exposure, 18% also discussed the show with someone else. Women who were exposed to the drama were significantly more likely than those not exposed to practice six priority MNCH health behaviours - using a family planning method, attending four or more antenatal care visits, delivering a baby in a health facility, getting their child any immunisation, practicing exclusive breastfeeding during the first six months, and giving children minimum dietary diversity on a daily basis.



The main reason for the success of the programme lies in the fact that community members informed the drama design and content through a human-centred design (HCD) process. The HCD process ensured that the drama reflected cultural influences, religion, and social norms, as well as the development of rich, relatable characters. In particular, the report shares insights from the research that informed the design of the radio drama series, such as the format of the show, the narrative and character design, and its transmedia approach. For example, the research highlighted that multiple influencing factors (as outlined in Breakthrough ACTION's Socio-Ecological Model) should inform the design and story of the radio programme. In other words, the story needed to be told not only from the perspective of the individuals at the heart of the drama but also from the perspective of those who influence them in their immediate social circles and networks and the community in which they live.



In summary, the following are cited as some of the key learnings that contributed to the impactful storytelling approach used by Albishirin Ku!:



Community-centred design: The HCD approach underscores the value of involving the intended audience in the design and production process. By actively engaging community members in shaping the storyline and characters, Albishirin Ku! ensured cultural authenticity and resonance, leading to greater audience engagement and impact.



Format: Instead of following traditional longer radio drama weekly formats, Albishirin Ku! opted for short, daily episodes where the individual episodes were standalone but would also be coherent as an overall story. This approach allowed for increased broadcast frequency while developing a deep emotional connection with the audience.  



Multifaceted narrative structure: The drama unfolded through a rotating lens that represented perspectives of different influential members of the Socio-Ecological Model, which allowed Albishirin Ku! to resonate across audiences while working to align religious and traditional beliefs with healthy practices.



Transmedia engagement: Utilising a transmedia approach, Albishirin Ku! extended its storytelling across multiple platforms, including radio spots, interactive games, and aftershow programmes. This strategy enhanced audience interaction and provided additional avenues for education and entertainment.



Accessible broadcasting: Albishirin Ku! prioritised accessibility by airing multiple broadcasts throughout the day and offering a toll-free call-in service for listeners to catch up on missed episodes. This approach ensured that the programme reached a wider audience and accommodated diverse schedules.



Behavioural insights and adaptation: By leveraging insights from the Socio-Ecological Model and HCD, Albishirin Ku! tailored its content to address deeply ingrained cultural norms and beliefs in northern Nigeria. This adaptive approach facilitated behaviour change by resonating with the lived experiences of the audience.



Partnership and collaboration: The success of Albishirin Ku! was built on collaborative efforts between Breakthrough ACTION-Nigeria, the Government of Nigeria, local radio stations, and a mobile phone company. This collaborative approach facilitated broader dissemination and sustainability of the programme.



The project also produced the following two videos:



Fatima and Auwal's Story - This video tells the story of Fatima and Auwal and how the show inspired them to take action in their own lives and communities.



Albishirin Ku! The Secret Sauce - Nigerian producer Idi Nasiru describes the making of Albishirin Ku!, highlighting the "secret sauce" that made it successful.



Links to the following additional resources are also provided in the report:

• HCD Insights Report
• HCD Design and Test Report
• Albishirin Ku! Creative Brief, which articulates the overall situation, format,objectives, concept, and structure
• The Albishirin Ku! SBC Objectives Episode Guide, which articulates objectives and messages for each episode
• Story Writing Workshop Agenda
• Albishirin Ku! Scene Treatment, which lays out the characters and story scene by scene
• Albishirin Ku! season production schedule and timeline
• Concept note for the Albishirin Ku! Aftershow
• Albishirin Ku! Drama Theme Matrix for multiple seasons
• Audio files of the Albishirin Ku! Radio Drama in Hausa