1) Integrated Management of Childhood Illness (IMCI) was introduced in Bangladesh in 2002 by WHO and UNICEF to address major causes of death in children under 5 years old such as acute respiratory infection (ARI). 2) Social Marketing Company (SMC) in Bangladesh works to engage over 4000 private healthcare providers to deliver IMCI services through training and community outreach to improve recognition and treatment of childhood illnesses. 3) SMC's initiatives have helped build capacity of local providers and increased community awareness of childhood illness warning signs, treatment, and referral systems to help reduce unnecessary child deaths.