In its bid to promote the importance of good nutrition, and its impact on the ability of children to grow and develop to full potentials, for the people of Kaduna State, the Better Diets for Children project initiated by the Global Alliance for Improved Nutrition (GAIN), engaged the leading mobile advertising company, KekeAds, through its media campaign agency, PHD Media, to create awareness and play a role in engaging the commuting population of Kaduna.
The Better Diets for Children’s (BDC) project, led by it Project Manager, Irowa Erhabor, launched the “Eggs Make Kids” campaign in October 2019, with the strapline “Eggs make Kids Sharp and Bright | Strong and Active”. The campaign was flagged off by, Her Excellency Hajiya Aisha Ummni El-Rufai, Wife of the State Governor. The goal of the campaign is to increase the consumption of eggs amongst children 6-59 months of age through a 2-pronged demand creation communication approach of Above the Line (ATL) and Below the Line (BTL). Communication.

As part of the Above the line (ATL) communication approach, Kekeads has led the successful branding of motor tricycles across a selection of routes to reach every-day people who commute where the tricycles operate. This out-of-home campaign, kicked off in March 2020, just before the pandemic, and served as a medium to enlighten the public on the numerous benefits and importance of feeding eggs to children between the ages 6-59 months as an integral part of their complementary feeding.

GAIN is a Swiss-based Foundation working to tackle malnutrition in all its forms, has been working in Nigeria since 2012 with focus on Large-Scale Food Fortification. However, they have diversified their activities to include targeted dietary improvement programmes such as the Better Diets for Children, by working with governments, businesses and civil society, to transform our food systems to deliver more nutritious foods for all people, especially the most vulnerable.

Working with PhD Nigeria to execute the campaign, the creatives which were deployed on the motor tricycles carried the ‘Eggs Make Kids Sharp and Bright’ and ‘Eggs MakeKids Strong and Active’ messages, which were both in English and Hausa.”

Zakari Jimeta of Ice Breaker Advertising, project consultants for KekeAds, said on the other hand that the tagline in Hausa, “Siya ma yaran ka kwai yau”, presented a deviation from the norm, adding that the message and text were bold and clear making it easier for the target audiences to really connect with the message.

KekeAds Worldwide Ltd, in its maiden campaign since the patent holder for the tricycle advertising system, Smate & Smate licensed its innovative social impact advertising system to the company, delivered the certificate of completion certifying that the campaign had empowered over 100 motor tricycle riders in the state working with the Kaduna State chapter of the Tricycle Owners Association of Nigeria, KekeAds Worldwide Ltd was able to launch the social impact advertisement to financially empower the members who carried the campaign around Kaduna and ensured total compliance to the terms which were further extended because of the onset of the Covid-19 pandemic.

The State Chairman, Alhaji Nasiru Mohammed disclosed that the ‘Eggs make Kids’ campaign was not without challenges as the Kaduna State Government issued a ban on the movement of motor tricycles two days after the State’s Advert regulatory agency issued approval for the branding exercise. Alhaji Mohammed said the choice to work with KekeAds was a blessing as the members were able to participate and learn new ways to boost their income at a time when the lockdown meant people had to take precautions on transportation to get essential products to stave off the effects of the pandemic. The partnership was able to brand and showcase the messages despite the challenges and even though the unforeseen effects of the coronavirus meant higher than planned costs such as community relations, logistics and driver compensation, the KekeAds team met and exceeded all their obligations on the project.

Commenting after the partnership was signed-off, the Head, Client Services, KekeAds, Ms Amarachi Ukwuoma, hailed the partnership and commended GAIN for initiating the campaign in Kaduna and for opting to use the campaign template of the advertising company to project its messages and assures that if more messages are required to get to every state, city or town in the country, KekeAds Worldwide would be capable of effectively delivering.

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