The BetaMama Pikin Project: Cultural Adaptation and Creative Media for Maternal Hygiene Behavior Change in Nigeria

Maternal and child mortality remains a major public health challenge in Nigeria, with poor hygiene practices contributing significantly to preventable infections and deaths, especially in underserved communities. This case study examines the BetaMama Pikin Project, an innovative maternal and child health intervention developed by the Slum and Rural Health Initiative (SRHIN). The project promotes hygiene behavior change through a multi-component approach that combines culturally adapted creative media, healthcare worker capacity building, and partnerships with Primary Health Centres (PHCs). Launched in February 2024, the intervention operates across five states: Oyo, Abia, Ebonyi, Katsina, and Gombe. By October 2024, it had educated 25,692 pregnant and nursing mothers, trained 186 healthcare workers, and distributed 516 hygiene kits. The project utilizes original hygiene songs, dance challenges, multilingual materials, and multi-channel communication strategies, reaching over 1.4 million people through radio and more than 10,000 via social media. This case study documents the project’s design and implementation, highlighting successes, challenges, and adaptive strategies. It explores how creative media, capacity building, and resource provision can be integrated to deliver culturally relevant and sustainable maternal health interventions. The findings offer valuable insights for organizations, researchers, and policy makers seeking to improve maternal and child health outcomes in low- and middle-income settings.