Evaluation of Changing the Script in Northern Nigeria

Background
Modern contraceptive use remains low across much of sub-Saharan Africa despite its importance for improving maternal and child health outcomes, strengthening women’s autonomy, and advancing gender equality. Nigeria has one of the lowest modern contraceptive use rates in the region, with rates in Northern Nigeria lower than the national average. Multimedia interventions have shown particular promise in shifting social norms and reproductive health and family planning perceptions and expectations by combining entertainment, education, and emotional storytelling. Yet, despite this growing evidence base, rigorous evaluations that measure multiple outcomes along the behavioral pathway and capture cost implications remain limited. This rigorous mixed-methods evaluation addresses this critical evidence gap by combining quantitative measurement, qualitative inquiry, and costing analysis to assess how a multimedia social and behavioral change intervention contributes to shifting child spacing-related intentions, behaviors, and norms in Northern Nigeria.

What We’re Doing

GEH, in partnership with Oxford Policy Management Nigeria, is conducting an evaluation of “Changing the Script”, a multimedia and multiplatform intervention developed and implemented by BBC Media Action and a consortium of partners in Northern Nigeria. Our goals with this evaluation are to:

• Assess the effectiveness of “Changing the Script” in improving child spacing attitudes, increasing spousal communication about child spacing, and increasing use of child spacing methods.
• Understand costs associated with development and implementation of “Changing the Script.”
• Explore the resources, capacity, systems, and strategies needed to continue the “Changing the Script” intervention activities beyond the project period.

Approach or Methodology

Our approach to achieving our project goals includes:

• Using a longitudinal design to follow a cohort of 4,000 women and girls aged 15 – 44 years who are currently in union. Survey data will be collected at three time points: before implementation, one year after implementation began, and two years after implementation began. Additionally, qualitative interviews will be conducted with a smaller group of the cohort to better understand the quantitative survey results, explore how and why use and intention to use child spacing methods change, and gain deeper insight into what helps or hinders program delivery and performance.
• Collecting cost data from BBC Media Action and its partners, supplemented by in-depth interviews.
• Conducting a survey and in-depth interviews with program implementers and stakeholders to explore conditions that support or inhibit the long-term sustainability and integration of the intervention within the local ecosystem.
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