Family Empowerment Media (FEM) is on a mission to save lives through information. Operating in Nigeria, they run radio campaigns that reach 5 million regular listeners, providing critical information about family planning and contraceptives. In a country where 90,000 women die annually from unwanted pregnancies—often due to misinformation rather than lack of access—FEM's work is literally life-saving.
The challenge: When one-way communication hits its limits
FEM's radio campaigns were reaching millions, but there was a fundamental gap. "We primarily communicate one-way with our audience," explains Ken. Women would hear the radio programs about contraceptives and family planning, but when they had specific questions or concerns, there was no reliable way to get personalized answers.
FEM partnered with a local call center to offer a helpline, but the system had significant limitations. They couldn't track call volumes reliably, had no visibility into whether calls were handled properly, and lacked data on what specific questions women were asking. Most critically, the service was only available in English and Hausa, leaving out speakers of other Nigerian languages like Igbo and Yoruba.
This created a frustrating situation: FEM was successfully raising awareness about family planning through their radio campaigns, but they couldn't provide the personalized support that could help women actually make informed decisions about their health.
The human element in sensitive conversations
Family planning isn't just about providing information—it's about building trust in deeply personal conversations. Women calling FEM's helpline often had concerns shaped by misinformation, cultural barriers, or fears about side effects. These conversations require empathy, cultural sensitivity, and the ability to provide accurate, personalized responses.
"The goal is to boost FEM's cost effectiveness by establishing a two-way relationship with the audience," "This includes offering 1 counseling to women at the highest-impact part of the funnel from awareness to decision."
But scaling personalized counseling while maintaining quality was a significant challenge. Each conversation needed to address specific concerns while providing medically accurate information, all while being sensitive to cultural context.
Building bridges with AI
FEM implemented Aide's AI agent to automatically respond to incoming questions through WhatsApp—a platform widely used across Nigeria. The system was designed not to replace human counselors, but to ensure every woman could get immediate, accurate responses to their questions, regardless of language or time of day.
Aide's AI agent handles initial conversations, providing information about contraceptive methods, addressing common concerns, and connecting women with resources. For more complex conversations or when speaking languages like Igbo and Yoruba that require specialized knowledge, Aide seamlessly transitions to human agents through Aide's draft feature.
"We use drafts for agents in the loop to support different languages," notes the FEM team. This hybrid approach ensures that every woman can communicate in her preferred language while maintaining the personal touch that's so important in family planning conversations.
The transformation: From guesswork to data-driven impact
The change has been transformative for FEM's operations. Where they once had limited visibility into their helpline, they now have comprehensive data on conversation volumes, topics, and outcomes. More importantly, they can see exactly what questions and barriers women are facing.
"Collecting data on what questions/blockers women are facing enables FEM to adapt their offering and messaging," explains their cofounder Ken. This data doesn't just improve their helpline—it directly informs their radio campaigns, creating a feedback loop that makes their entire operation more effective.
The multilingual support has been particularly impactful. Women who previously couldn't access help in their preferred language can now get immediate responses, with human agents available for more complex conversations. This has significantly expanded FEM's reach and effectiveness.
This technological enhancement has amplified FEM's impact by ensuring that the women who hear their radio campaigns can get the personalized support they need to make informed decisions about their health and their futures.
For organizations working in health communication, FEM's story demonstrates how the right technology can transform not just operational efficiency, but the quality and reach of life-saving work.
Transform your support operations with Aide
For more information or to schedule a demo, visit aide.app/demo or contact [email protected].
