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A case study outlining an innovative approach to mass ITN distribution. To align with WHO’s guidance on sub-national tailoring, prioritization and resource optimization, urban areas were identified in many Nigerian states as having lower malaria prevalence than settlements outside urban centres. Rigorous data- and evidence-based analysis covering many different aspects of populations and their environment underscored the reprioritization strategy, to ensure that allocation of ITNs were targeted to areas where they were expected to have the greatest public impact.