Lagos gets it together
The NURHI 1 Project was grand in scheme and scope. Three different programmes in three different languages- Pidgin English, Yoruba and Hausa, in multiple cities across Nigeria- and each one with a different script, format and production.
One of the interesting things was that despite targeting a wide range of Nigerian cities, Lagos was not one of them.
There were many reasons for this. NURHI were looking for urban settings that were trendsetting but that also had an unmet need for family planning. Lagos met the first criteria, but not the second. Cities like Ilorin and Ibadan were seen as the perfect South-West locations for the Project being regional trendsetter cities. NURHI found that Lagos already had a moderate uptake for Family Planning.
However, that has changed now with the new NURHI 2 Project. Lagos is getting its own production- Se’rigbo (Have you heard?). While Ilorin and Ibadan were seen as regional trendsetters, or trendsetters in their respective states, Lagos is seen as a national trendsetter- the belief is that if something is cool in Lagos and the media picks up on it and disseminates it, it will be cool everywhere else. There was also a lot of interest from the Lagos State government, and the potential to partner and synergise with other relevant actors and partners in the state.
Se’rigbo brings the story of people, their day-to-day trials and tribulation and of course family planning to Nigeria’s biggest metropolis. Se’rigbo will be in Yoruba, like the Ibadan and Ilorin based productions- Ireti Eda.
Despite the proximity of Lagos and Oyo, and the identical language, the two programmes couldn’t be any more different. “The cultures really are different,” a member of ARDA’s Programme staff says. Lagos has a high Yoruba population, but it is also more diverse, and you have more intercultural communication, a lot of inter-mixing of different cultures. In Oyo, the culture is a lot more traditional.
Even the language is different. In Oyo, the Yoruba is more traditional and pure, whereas in Lagos, there is a lot of English, Pidgin and Slang influence. There is a lot of what we learned is called code switching which is where you start speaking either English or Yoruba but then switch to the other language midsentence. It’s something our translators have to be wary of when translating; having to have keep the right tone for the right audiences.
Despite this, Se’rigbo won’t be too different from it’s sister dramas in other parts. It will still be about young people learning about and making the right decisions about family planning, with a little Lagos flavour being added to it.