Transmedia Storytelling: New Prospects for Addressing Postpartum Depression on Nigerian Screens

Transmedia storytelling has been instrumental in the massive audience followership of shows like Lord of the Rings (2001) and Sophia’s Diary (2008). Its potentials to promote audience engagement that will break the culture of silence with such serious issues as postpartum depression (PPD) should be explored. Given the popularity of film in the context of study, it is fitting to explore its ability to address such sensitive issues, even in novel ways. This article employs the new media theory as a theoretical framework, and it explores the possibilities that media convergence presents to create new realities, by promoting attitudinal and behavioural changes. This is case study of the Little Drops of Happy (2017) a video film on (PPD) examined the opportunities for screenings and other forms of audience engagement – including promotional events. It assessed the range of media employed in this regard and feedback generated. It is apparent from this that the principles of transmedia storytelling were not fully embraced in promoting knowledge on postpartum depression. Though the potential for transmedia storytelling exists, it was stymied in this context, possibly for fear of losing control of storyline and intellectual property rights. Yet African filmmakers are encouraged to explore the use of this technique further, considering its promise to foster deep engagement with audiences and facilitate effective communication on a wide range of health and social issues.