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January 27, 2023

Health Intervention: USAID-BA- N Lunches Jide ka I Ji radio program in Ebonyi

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Ruth Oginyi

A USAID-funded organization Breakthrough ACTION Nigeria has launched a health promotion program called Jide ka I Ji Campaign and Radio Drama in Ebonyi State.

Report have it that after research and testing, Jide Ka I Ji emerged as the slogan that people in Ebonyi State must connect with – and was adopted as the Umbrella theme that will be used to identify and connect all USAID Breakthrough ACTION social behavior change interventions in the State.

The radio program will focus on priority health behaviors in Ebonyi, including Maternal Newborn and Child Health and Nutrition (MNCH+N), Malaria prevention and treatment, and Family Planning.

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There will likely be other health priorities the radio program may address, such as during outbreaks of zoonotic diseases like Lassa fever or Yellow fever. The program will address key determinants of behavior and social issues that play a critical role in health-seeking behavior in Ebonyi, including gender and cultural norms, and the role that members of the family and community play in influencing decisions in the household.

Unveiling the JIDE KA I JI campaign theme, the wife of Ebonyi State governor Mrs. Rachel Umahi represented by the SA to the governor on welfare Mrs. Patience Okorie commend Breakthrough Action Nigeria for employing necessary expertise which will easily capture the targeted population to assess quality healthcare in the state.

“I am particularly delighted that the project has women and children as the center point of the campaign.
Indeed, this integrated health campaign greatly aligns with my pet project, Family Succour and Upliftment Foundation, which over the years has championed the welfare and well-being of Mother and Child for a sustainable, healthy, and happy family. I believe that with greater synergy and articulated implementation of this project, we will reduce self-medication and quackery, and ultimately promote quality of life for our people.

“I encourage all involved in this campaign to target the poorest of the people and the most vulnerable citizens, particularly those in the hinterland. My concern is that previous beautiful SBC campaigns, either ended at a beautifully organized unveiling ceremony or were just limited to the urban areas.

“As the United States President’s Initiative Net Ambassador in Ebonyi State and the SBC – ACG Patron, I will play my part adequately, to make sure that this project succeeds, gains wide acceptance, and becomes a household name. I urge our traditional rulers, councilors, women leaders, and other community stakeholders to be part of this effort.

The State Commissioner for Health Dr. Daniel Umezurike commended USAID for its interventions in the state.

He noted that the program addresses key health issues and behavioral change.

He encouraged USAID implementing partners to continue with their support to the Ebonyi state government towards improving the health services of the Ebonyi people.

Unveiling of theme by wife of the governor

Dr Shittu Abdu-Aguye, BA-N
Snr Deputy Project Director (Family Planning and Malaria) in his remarks said USAID has a long history of supporting health interventions in Ebonyi State.

Shittu said Breakthrough ACTION is a follow-on to a previous USAID project which implemented social behavior change activities to improve the practice of childbirth spacing in Ebonyi State in 2016.

That With Breakthrough ACTION, USAIDs social behavior change interventions were expanded to cover childbirth spacing, maternal newborn and child health, nutrition, and malaria behaviors.

He further noted that the USAID Breakthrough ACTION project implements coordinated multichannel interventions working community volunteers, ward development committees, religious leaders and health service providers and radio stations.

According to him, The health interventions engage individuals, families, and communities with messages to improve the practice of 17 priority health behaviors among pregnant women, new mothers, newborn babies, infants, and children under 5.

“Breakthrough ACTION has always received tremendous support from the Government of Ebonyi State through the Commissioner of Health – Dr. Daniel Umezurike, Executive Secretaries of the State Primary Health Care Agency past and present, Directors and Program Officers in the Ministry and Agency, and from the leadership of the Local Government Areas. The partnership and collaboration with government at all levels has contributed in no small measure to the success recorded in improved health behaviors in Ebonyi State.

“Today – we are here to launch the long awaited Jide Ka I Ji! Campaign and Radio Drama. In the process of implementing a social behavior change program it is important to embed interventions within the cultural contexts that beneficiaries are familiar with, and to use language that the people understand. After plenty of research and testing, Jide Ka I Ji emerged as the slogan that people in Ebonyi State most connected with – and was adopted as the Umbrella theme that will be used to identify and connect all USAID Breakthrough ACTION social behavior change interventions in Ebonyi State.

“Ji de ka I ji “campaign in Abakaliki

“The radio drama follows the story of a couple through their reproductive life course and all the drama that occurs in their immediate and extended family, and with community members in their town called Ezumezu. The drama is designed for education and entertainment (Edutainment) and will have listeners laughing and crying – while getting messages about priority health behaviors. If there is anyone in the audience who does not have a radio, this is the time to buy one – because you will not want to miss the daily episodes of Jide Ka I Ji! radio drama.

“To the many community volunteers, LGA supervisors, Ward Development Committee Members, and religious and traditional leaders who engage with individuals and families in the communities every day to promote positive health behaviors – we see you, we appreciate you and we are saying JIDE KA I JI OOO!.

“Despite the ongoing efforts of government, and the intervention of USAID implementing partners and other donor-funded activities in the Ebonyi State, we still have a lot of work to do towards saving the lives of women and children in Ebonyi State. Breakthrough ACTION is confident that the Jida Ka I Ji! radio drama will augment all the current efforts. We call on everyone to continue working together towards drastically reducing maternal, newborn, and child morbidity and mortality in Ebonyi State.

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