Partner: Bloomberg Philanthropies / Global Health Advocacy Incubator
Location: Nigeria
Challenge
Nigeria records the 4th highest sales of sugar-sweetened beverages (SSB) in the world and the 7th highest consumption globally. With clear evidence linking SSB consumption to obesity, as well as to non-communicable diseases (NCDs) like type 2 diabetes, it was necessary to take action to reduce SSB consumption in Nigeria. The low cost of SSBs makes them accessible to urban poor Nigerians who cannot afford the high cost of managing the NCDs linked to SSB consumption. Evidence shows that SSB taxes are effective in discouraging their purchase. Gatefield implemented an advocacy campaign to push for the passage of an SSB tax to prevent obesity and other non-communicable diseases.
Approach
Coalition Building: Gatefield helped convene and develop the identity of the National Action on Sugar Reduction (NASR), a coalition comprising thirteen leading public health organizations, including the Diabetes Association of Nigeria, the Nigerian Cancer Society, and the Nutrition Society of Nigeria, which all had a deep interest in the issue. Gatefield’s technical assistance to the coalition enabled it to carry out its advocacy and stakeholder engagements.
Generating Evidence: Building an evidence base was essential to convincing key policymakers about the need for a tax. We worked with academics and pollsters to conduct a nationally representative perception survey that gauged sugary beverage consumption patterns in Nigeria and acceptance of the proposed tax. We analyzed the findings and drew on the best examples from similar climates to develop a policy brief targeting policymakers.
Stakeholder engagement: We assisted the NASR in designing and convening strategic events including expert and public meetings, roundtables, and symposiums to educate and advocate for the tax. We aided the efforts of the coalition through the establishment of a network of journalists with an interest in the issue, helping to raise the visibility of the issue in the media, leading to increased public awareness and support.
Campaigning: Gatefield provided tactical support for the coalition’s digital advocacy and grassroots campaigns. The coalition used a variety of products, including infographics, PSAs, explainer videos, mini-documentaries, and influencer communications, and distributed them via digital and traditional media. Offline tactics, such as street activations and “human billboard” stunt campaigns, were used to increase media exposure and public interest.
Results
– Nigeria introduced a landmark 6.7% (10 Naira per liter) excise tax on “non-alcoholic, carbonated, and sweetened beverages.”
– Millions of Nigerians were reached through our message, with many people pledging and announcing their decision to quit soda.
– Increased media interest in the issue, resulting in more than 200 news mentions under one year from the start of the campaign.
