In a strategic move to amplify critical social interventions, the United Nations Children’s Fund (UNICEF) has revitalized its partnership with media leaders in Kaduna State. This renewed engagement aims to leverage media influence to keep issues affecting women and children at the forefront of public discourse and policy action.
Deepening Collaboration for Greater Impact
Dr. Idris Baba, Officer-in-Charge of the UNICEF Kaduna Field Office, announced the initiative during the second edition of the Strategic Engagement with Media Executives, Editors, and Partners in Zaria. The event, themed ‘Partnering With The Media To Enhance The Reach and Impact of Essential Health Services in Kaduna State,’ was co-organized with the Kaduna State Ministry of Information.
Dr. Baba framed the engagement as more than a routine briefing. “This is a deliberate revival of a strategic alliance,” he stated. “The media remains the most powerful platform for presenting evidence-based information and shaping public consciousness. Our goal is to move beyond simple reporting to fostering a collaborative partnership where we jointly educate the public and ensure community ownership of life-saving interventions.”
Beyond Headlines: The Media’s Role in Sustaining Agenda
A key objective is to secure the media’s commitment to sustaining conversations on often-overlooked issues. This involves consistent coverage of themes like maternal health, child nutrition, immunization, education, and protection—topics that may not always make sensational headlines but are fundamental to societal development. UNICEF seeks the media’s buy-in to use its platforms not just for announcements, but for investigative journalism, human-interest storytelling, and holding stakeholders accountable, thereby creating an environment where these issues cannot be ignored.
A New Operational Paradigm: Evidence, Technology, and Strategy
Dr. Baba outlined UNICEF’s operational shift for 2026, which directly informs this media strategy. Facing global challenges like shrinking funding and capacity, the organization is adopting a more clinical approach. This includes:
- Intensified Use of Evidence: All programmes will be driven by robust data—from health statistics to educational outcomes—which the media can help translate into compelling public narratives.
- Leveraging Technology and AI: UNICEF plans to use artificial intelligence and digital tools to improve service delivery, predict outbreaks, and target interventions more efficiently. The media partnership is crucial for explaining these complex tools and building public trust in technology-driven solutions.
“We must be more strategic,” Baba emphasized. “This partnership helps ensure our limited resources achieve maximum impact by reaching the right audiences with the right messages.”
Government and Media: Essential Pillars of Support
The Kaduna State Government’s role was highlighted as foundational. Dr. Baba commended the state for revitalizing its Ministry of Information, a move that streamlines coordination and message alignment. Commissioner for Information, Alhaji Ahmed Maiyaki, underscored the government’s commitment, citing concrete fiscal priorities: “In the last three years, Kaduna State has allocated 25% of its budget to education and 15% to health. This demonstrates our seriousness. We urge the media to embrace its corporate social responsibility by giving robust, sustained coverage to these sectors and UNICEF’s work within them.”
What This Partnership Means in Practice
For citizens of Kaduna, this strengthened alliance should translate into:
- Increased Awareness: More accessible information on how to access essential services like prenatal care or childhood immunizations.
- Accountability: Media scrutiny can help track the implementation of government budgets and UNICEF programmes, ensuring promised services are delivered.
- Community Mobilization: Powerful storytelling can change harmful social norms and encourage community participation in health and education initiatives.
The event, attended by media managers including the Kaduna Zonal Manager of the News Agency of Nigeria (NAN), Malam Bashir Rabe-Mani, signals a move from ad-hoc reporting to a structured, outcome-driven collaboration. It represents a recognition that in the modern development landscape, achieving sustainable change for women and children requires not just implementing programmes, but strategically shaping the information ecosystem that surrounds them.
