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.

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.

Paid, organic, and influencer driven social media help extend the reach.

Events in markets and community centers reached over 20,000 people.

Visual guidelines help implementing partners develop additional materials while maintaining brand continuity.


Among peri-urban households in target markets, intention to purchase an LPG stove within the next month doubled.