The Wife of the President of Nigeria, Mrs Aisha Burhari was recruited as the first global ambassador of the Every Breath Counts Campaign. She filmed a PSA, which was aired on local and international media as well as receiving attention at the 2017 AU Summit. The campaign was a public health project aimed at educating Nigerians on the seriousness of pneumonia, targeting primary caregivers living in the Kaduna, Kano and Katsina states of Northern Nigeria, where the pneumonia burden is the highest. Traditional media platforms such as radio and TV and were employed to air PSAs recorded by Kannywood celebrities Ali Nuhu, Rahama Sadau, Hadiza Aliyu-Gabon. A Twitter conversation with Ali Nuhu generated significant buzz on social media.