Creating Demand for Cleaner Cooking Fuels
Role: creative direction, writing
Cooking smoke from dirty fuel is the third leading killer in Nigeria, behind malaria and HIV, disproportionately affecting women and children. Fear-based public health messages had raised awareness of the issue among lower income Nigerians, but they haven’t persuaded them to make the switch.
Enter Upgrade to Gas: Cooking just got smarter, better, and faster. A category brand that speaks to a new generation of Nigerian women’s desire for modernity and social mobility.
To create demand for cleaner cooking fuels, we needed a multi-channel approach using mass comms, influencers, and in person engagement.
“The Dinner: Tales of Mama Imade,” an engaging five-part web series that followed the story of a family who decides to switch to LPG, had a total reach of 3.4 million views.
![GACC_website](https://www.johnwashburn.com/wp-content/uploads/2020/09/GACC_website-1024x604.png)
A microsite, featuring Mama Imade, serves as a content hub supporting LPG safety and use.
Fair warning: the Pidgin version is a serious ear worm. If you listen to it, it will follow you for the rest of your life.
Radio ads and jingles in three languages: Pidgin English and Yoruba for Lagos State, Hausa for Abuja state. We also We enlisted popular on-air radio personalities to discuss clean cooking and start normalizing the idea that LPG = modern.
![GACC-FB](https://www.johnwashburn.com/wp-content/uploads/2020/09/GACC-FB-300x267.png)
![GACC_insta](https://www.johnwashburn.com/wp-content/uploads/2020/09/GACC_insta-e1599839968138-300x214.png)
![GACC_insta-post](https://www.johnwashburn.com/wp-content/uploads/2020/09/GACC_insta-post-300x145.png)
Paid, organic, and influencer driven social media help extend the reach.
![ipc_1](https://www.johnwashburn.com/wp-content/uploads/2020/09/ipc_1-300x300.jpg)
![ipc_2](https://www.johnwashburn.com/wp-content/uploads/2020/09/ipc_2-300x300.jpg)
![ipc_3](https://www.johnwashburn.com/wp-content/uploads/2020/09/ipc_3-300x300.jpg)
Events in markets and community centers reached over 20,000 people.
![brand board](https://www.johnwashburn.com/wp-content/uploads/2020/09/brand-board-1024x656.png)
Visual guidelines help implementing partners develop additional materials while maintaining brand continuity.
Results
Among peri-urban households in target markets, intention to purchase an LPG stove within the next month doubled.