The Kano State Contributory Healthcare Management Agency (KSCHMA) has reaffirmed its commitment to innovative health communication through strategic engagement with the Kannywood film industry to promote awareness, access to healthcare and positive health-seeking behaviours among the public.
The Agency made this known at the two-day orientation programme for Kannywood motion picture producers on Reproductive, Maternal, Newborn, Child and Adolescent Health (RMNCAH), Primary Health Care (PHC), small and sick newborn issues, Contributory Healthcare Schemes and the integration of health themes into creative content, held from 30–31 August 2026 at FABs Hotel, GRA, Zaria.
The programme was organised by the Kano and Kaduna States Ministries of Health in partnership with the EngenderHealth Consortium partners — ISMPH, LISDEL and CCSI. Its theme, “Harnessing Entertainment and Creative Storytelling to Promote RMNCAH, Primary Health Care and Positive Health-Seeking Behaviour,” underscores the influential role of entertainment in shaping public attitudes, perceptions and social norms.
Representing the Executive Secretary of KSCHMA, Dr. Jamila Mustapha participated in the engagement on behalf of the Agency, contributing to discussions on Contributory Healthcare Schemes, including enrolment, benefits, financial protection for families, misconceptions and opportunities for using entertainment to increase uptake.
Dr. Mustapha stressed the importance of collaboration between the health sector and creative industry, noting that Kannywood possesses a powerful platform capable of reaching millions of people in culturally relevant and relatable ways.
She encouraged producers and other creative professionals to incorporate accurate and responsible health messages into storylines, characters and everyday situations, particularly those that can encourage timely healthcare-seeking, strengthen awareness of available health services and promote enrolment in contributory healthcare schemes.
According to the programme organisers, the orientation is designed to equip Kannywood producers and entertainment influencers with a better understanding of priority health issues while enabling them to translate technical health information into compelling, culturally appropriate narratives.
The programme also provides for practical creative story development, technical review, development of a Kannywood Thematic Integration Plan, producer commitments and follow-up mentorship to facilitate the integration of priority health themes into films and other creative content.
KSCHMA views the initiative as an important opportunity to deepen health communication beyond conventional approaches and leverage the reach and influence of Kannywood to promote informed health decisions, greater utilisation of Primary Health Care services and increased awareness of the benefits of the Contributory Healthcare Scheme.
The Agency further reaffirmed its readiness to collaborate with relevant stakeholders and the creative sector in advancing accessible, equitable and sustainable healthcare for the people of Kano State.
KSCHMA Cares: One Voice, One Health, One Future.
Signed
Aminu Ahmad Turaki, ANIPR
Public Relations Officer
KSCHMA
