At the recent Private Sector Health Alliance of Nigeria 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 compelling message on the role of culture in public health. Speaking on the panel “Music as a Vehicle for Social Mobilisation and Health Messaging,” Ugwu underscored the unique influence of Nigerian music in shaping behaviour, driving awareness, and bridging the gap between healthcare institutions and the youth.
Ugwu highlighted the influential role music plays in shaping behaviour and culture, especially among the 16–21 age group. “If we don’t make healthcare cool, we’re not communicating right,” he noted, stressing the need to use storytelling, trusted messengers, and popular platforms to make health topics accessible. He also called for stronger partnerships between the creative industry and health institutions to ensure accuracy and reach.
Drawing from personal experience, including the loss of his father to cancer and his involvement in the #WeMauve campaign, Ugwu urged health stakeholders to build trust with artists and the audiences they serve. “We can’t influence what we don’t understand,” he said, underlining the need for shared knowledge and mutual respect in co-creating impactful campaigns.
He proposed sustainable models for future collaborations and building the bridge between the creative sector and the health sector, such as cause-driven content, micro-donations, and CSR partnerships, to drive lasting change. “Africa’s music industry has what it takes to lead the next wave of public health transformation,” Ugwu concluded, “but it starts with understanding the culture and speaking the language of the people.”
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