Partnership story

Archived content.

Social marketing campaign in Nigeria

Summary

PSI launched a multi-product social marketing campaign in Nigeria in 1993. Products included condoms, pills, IUDs and injectables.

PSI was invited by USAID to enter the market following an earlier failed attempt at a social marketing programme based on the more traditional manufacturer’s model. Rather than working exclusively with a local pharmaceutical manufacturer, the project joined with a local NGO, the Society for Family Health (SFH), the sole mission of which was the management of the social marketing programme.