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Social Marketing in Nigeria: Protecting People from Malaria

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Insecticide treated bed nets help protect people from malaria. Constella Futures used its social marketing model for a bed net project in Nigeria, where malaria is a serious public health issue. The goal was to mobilize the business sector and establish a sustainable market for insecticide treated bed nets. The strategy involved using donor funds to support and strengthen the marketing and distribution efforts of competing manufactures of insecticide.

The generic demand creation efforts of Constella Futures generated strong interest from the key commercial players who increased commitment and investment, developing their own branded insecticide treated bed nets and establishing distribution networks. Business at all levels started to invest new, private money into production, distribution, and retailing. This resulted in a strong, sustainable market and an increase in business confidence.

Today, optimism is high among all players in the industry, from the largest insecticide manufacturer to the smallest net producers. For example, Alhaji Abati is a small business owner with a sewing facility in Kano. Prior to the implementation of this project, Alhaji was producing slow-selling items such as curtains. Following the injection of donor funds, he began producing malaria bed nets. Alhaji is now in a situation where he cannot get enough raw materials to keep up with the demand for nets, despite increasing the number of sewing machines from two to four. With access to credit, he could expand his business, clear his backlog of orders, and keep up with demand.

By understanding what motivates the private sector, Constella Futures strengthened the existing commercial market for bed nets. The competition that was created established a viable production, distribution, and retail system, which led to sustainability, improved quality and choice for customers, and ultimately helped protect the population against malaria infection.