Social marketing campaign on nutrition presented to Partners in Health Rwanda leadership team.

1. “Add oil today for healthy babies tomorrow!”
Ongera amavuta mu gikoma
cy’umwana, azagira ubuzima bwiza!
Anissa Bensaid
Elena Cryst
Annie Gavin
Placide
Habinshuti
Lameck
Habumugisha
Laura Maas

2. Why: Weaning infants are at high risk for malnutrition
(48% are under weight for age), which leads to chronic
malnutrition and stunting.
How: Add a spoonful of cooking oil to infant porridge to add
fat content during supplemental breastfeeding.
Target population: Mothers of infants ages 6-24 months.
Reduce malnutrition in children 6-24 months
in Southern Kayonza District.

3. Social marketing is THE approach
● Aiming for large scale (regional level) impact
● Cost Effective
● Adaptation, not adoption
The campaign must be two-step
1) Dispel the myth that oil is
harmful to infants
2) Promote behavior
change

4. Food Security and Livelihoods
program
Agriculture Nutrition
Income
generating
activity
Food
packages
Therapeutic
Foods
Shining
Mothers
Kitchen
Garden
CHW
Health-
care
Provider
Include
Promotional
Materials
Demonstration
and Education
Education
(at vaccination
appointments
)
Step 1: Dispel myth by leveraging existing PIH programs

5. Intervention Logic
Goal: Improved psychological and physical well-being of children in
Southern Kayonza District
Project Purpose: Reduce malnutrition in children 6-24 months in
Southern Kayonza District
Outputs: Nutritional education system for mothers; promotional
materials; distribution system
Activities:
● Develop training materials and promotional flyers
● Coordinate with program partners to implement training
● Train stakeholders
● Educate mothers through demonstrations at monthly weigh-ins
and at weekly akagoroba k’ababyeyi from shining mothers and/or
CHWs

6. Step 2: Change behavior by employing social
marketing
● Mothers want healthy
children
● Well-fed babies thrive,
and have a brighter
future
● Low cost of time and
money
● Adjustment to existing
behavior
● Can be “tried out”
● You can see someone
either doing or using it
● Healthy babies lead to
social status
● Campaign leverages
existing social
relationships
FUN EASY POPULAR

7. A Mother’s Journey
At 6 months, weaning
begins; Mother starts
adding oil to porridge
Pregnant woman sees
promotional materials
at health center
during prenatal visits.
Healthy complementary
foods have been
sustained for 6 months.
Baby is a healthy weight
and mother is in a
position to become a
Shining Mother to
others
Mother gives demos at
monthly weigh-ins
Mother takes baby to health
center for vaccines, and again
sees promotional materials at
health center
Mother receives messaging directly from health care provider
Mother gives birth at
health center, where
she seeds
promotional materials
again.
Mother begins attending weigh-ins and akagoroba k’ababyeyi’, and hears messages from
CHWs and Shining Mothers.

8. Evaluation Focus: Underweight Children
Strategic Objective: Reduce malnutrition in children 6-24 months
Intermediate Result: Increased adoption of appropriate
complementary foods
Indicator: Percentage decrease
in the number of underweight
children ages six to twenty-four
months from __ % to __ % in
the Southern Kayonza District
by ____.
Underweight is defined as <-2
Standard Deviations below
average weight for age based
on standardized growth charts
(“red zone”)

9. Three Key Expenditures
1. Staffing Costs
a. Staff time for research and development of campaign
message
b. Staff time for curriculum development
c. Staff time for development of promotional materials
2. Printing Costs
1. Training Costs
a. Transportation to training
b. Communication
c. Supplies for demonstration
d. Food and per diems during trainings for CHW/HCP/SM

10. Project Development
Event
Duration
(Work Days)
Tentative
Start Date
Tentative
End Date
1. Field Research 15 01/06/15 19/06/15
1.1. Interview CHWs, HCPs, Shining Moms and Social Workers 10 01/06/15 12/06/15
1.2. Synthesize information 5 15/06/15 19/06/15
2. Develop Campaign Materials 15 22/06/15 10/07/15
2.1. Create brochures and posters 5 22/06/15 26/06/15
2.2. Develop supplementary CHW training 5 29/06/15 03/07/15
2.3. Get CHW training approved 5 06/07/15 10/07/15
3. Training 10 13/07/15 24/07/15
3.1. Train CHW and HCP 10 13/07/15 24/07/15
3.2. Training Day 1 1 13/07/15 13/07/15
3.3. Training Day 2 1 20/07/15 20/07/15
MILESTONE: LAUNCH CAMPAIGN 27/07/15
4. Campaign 265 27/07/15 29/07/16
4.1. Educate mothers (demonstrations, home visits) 265 27/07/15 29/07/16
5. Monitoring and Evaluation 300 06/07/15 26/08/16
5.1. Conduct Baseline Survey (3 data collectors) 15 06/07/15 24/07/15
5.2. Quarterly Assessment 1 10 26/10/15 06/11/15
5.3. Quarterly Assessment 2 10 25/01/16 05/02/16
5.4. Quarterly Assessment 3 10 25/04/16 06/05/16
5.5. Final Assessment 10 01/08/16 12/08/16
5.6. Data Analysis 10 15/08/16 26/08/16
6. Reporting 20 29/08/16 23/09/16
MILESTONE: FINAL REPORT 26/09/16