Lagos, Nigeria – At the recent Private Sector Health Alliance of Nigeria (PSHAN) conference, themed “The Creative Catalyst: Driving Sustainable Healthcare Solutions in West Africa,” Abuchi Peter Ugwu— CEO of Chocolate City Music and Co-Founder of Bean Creative IMC— delivered a powerful message on the transformative role of culture and creativity in healthcare.
Speaking on the panel “Music as a Vehicle for Social Mobilisation and Health Messaging,” Ugwu emphasized the unparalleled influence of Nigerian music in shaping behavior, sparking awareness, and bridging the disconnect between healthcare systems and young people.
“If we don’t make healthcare cool, we’re not communicating right,” Ugwu stated, referencing the need to leverage storytelling, pop culture, and trusted voices to effectively engage the 16–21 age group.
He called for stronger, more intentional partnerships between the creative sector and public health institutions to ensure not just wide reach, but also accurate messaging.
Citing personal experiences, including the loss of his father to cancer and his work on the #WeMauve prostate cancer awareness campaign, Ugwu stressed the value of empathy and trust in shaping impactful health campaigns.
“We can’t influence what we don’t understand,” he said. “It’s time for health stakeholders to build genuine relationships with artists and the communities they influence.”
Looking ahead, Ugwu proposed sustainable collaboration models—ranging from cause-driven content and micro-donation campaigns to CSR partnerships—as key tools in bridging the creative-health divide.
He concluded with a call to action:
“Africa’s music industry has what it takes to lead the next wave of public health transformation. But it starts with understanding the culture and speaking the language of the people.”
Ugwu’s message resonated as a rallying cry for a new era of public health engagement—one grounded in cultural relevance, mutual respect, and creative innovation.
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