“A Call to Action”
Developing a Joint Advocacy and Communication Strategy for a Common
Voice on Nutrition in Bangladesh
Food Security Cluster Meeting
10/6/2014
Initial review of nutrition focused
advocacy and communications
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Well executed and strategic approaches to nutrition advocacy (IPHN, Alive &
Thrive, Fanta/FHI360, Eminence, World Vision, Save the Children, UNICEF, BBF,
BRAC etc.)
Strong examples of planned BCC work (National Communications Framework and
Plan for IYCF)
Messages are diluted, unfocused and challenging to action for policy makers
Nutrition language can be technical and does not connect – speaks to mind not to
heart
A focus on negative communication has characterized much past communication –
shift toward aspirational
Media reporting has largely been only event and statistics based – “Not a hot
issue” (Prothom Alo) – with exception of concerted efforts under media capacity
building programs.
A more coherent nutrition agenda is required which builds on the separate efforts
related to micronutrient deficiencies, breastfeeding promotion, complementary
feeding and others.
The interconnected causes of undernutrition
Lack of good
Insufficient access to
affordable, nutritious
CARE
FOOD
for mothers and children
and support for mothers
on appropriate child
feeding practices
throughout the year
Inadequate access to
HEALTH
sanitation and clean
water services
ROOTED IN
Political and cultural
Environment
Poverty
Disempowerment
of women
A joint Advocacy and Communication Strategy on
improving nutrition in Bangladesh can help:
 Create awareness amongst decision makers that
nutrition is a multisectoral issue
 Identify and support nutrition champions
 Create a coherent push for raising mass public
awareness of child and maternal nutrition, with
renewed emphasis on the critical 1000 day
window from conception to age two
 Create an enabling environment for supporting
multisectoral leadership and stakeholder
collaboration.
Overview
• The final output will align with all
ongoing Government policies and plans
and is being led by the Ministry of
Health and Family Welfare in close
collaboration with the Ministry of Food
• It will support the Scaling-up Nutrition
(SUN) movement in Bangladesh by
contributing to its visibility and helping
to develop an enabling environment for
Government leadership.
• Developed with UN, donors, civil
society, academics, youth and media
and strengthening effective nutrition
coalitions
What is required
In order to catalyze change leading to
continued improvements in nutrition a
mix of three key complimentary
approaches are needed:
1.
2.
3.
Advocacy to help garner political
support
Communication for social change
for engaging and motivating
different communities and
networks for a more enabling
environment
Behavior change communication
to help inform, influence and
support individuals, families,
community groups and opinion
leaders.
Phases of the strategy development
1. Identify the problems
2. Identify the issues that advocacy and communication
can address
3. Set objectives
4. Identify the audiences and their information needs
5. Develop advocacy messages for the different audiences
6. Communicate the advocacy messages (include the
production of relevant materials and tools and training
the different groups)
7. Follow up and monitor
Goal
Vision
The people of
Bangladesh will lead a
healthy life based on
optimum nutrition
To stimulate a national
multisectoral and
multistakeholder effort
to reduce the
prevalence of
undernutrition with a
particular focus on
mothers, children and
adolescent girls.
Objectives…
Coordination
Political Will
Communication & Education
Behaviour Change
Audiences and their information needs
Primary – those most affected by undernutrition
• E.G. Children under 5 years, Pregnant and lactating
women, adolescents…
Secondary – those directly influencing
populations most affected by undernutrition
• Husbands, peers, leaders, teachers…
Tertiary – those indirectly influencing
populations most affected by undernutrition
• Media, Parliamentarians, Local government, Civil
society, Private sector, Ministries
Issues to be emphasized
• Combat beliefs and practices by highlighting
proven nutrition interventions and
appropriate, food, health and care
behaviours.
• Highlight damage to brain function
• Involve male family decision makers
• Involve older women and mothers-in-law
• Ending child marriage
• Highlight the economic reasons for investing
in nutrition for national decision makers
• Communicate the multisectoral approach in a
manner which all sectors can understand and
action.
Initial Activities to be developed
Coordination
Multisectoral nutrition workshops, harmonized
messages for inter-ministerial coordination
Political Will
Multisectoral policy briefs for all key Ministries,
key meetings, opinion piece campaign, high level
meetings with visual aids, champions, exchange
visits, participatory video
Communication & Education
Continued journalist and media gatekeeper
capacity building, school curriculum influencing,
social media campaign, targeted- aspirational
messages on nutrition for key target audiences,
catalyze private sector dialogue, revitalization of
key IYCF resources
Behaviour Change
Focus on best practice, support harmonization of
materials, strengthen links to child marriage
Channels for communication
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mass media
interactive popular theatre
mobile phones
community radio
youth groups
peer to peer communication
education and call to action materials
school curriculum
high level workshops
policy briefs
evidence from other countries
identify supportive champions
social media campaigns,
TVCs
influencing political party manifestos…
Common Narrative on Undernutrition
Participatory Video - Satkhira
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Women’ status
Child Marriage
IYCF
Complementary Feeding
Food Security