Nigeria National Social and behavior Change Strategy for infant and young child feeding 2016-2020

National Social and Behavioural
Change Communication (SBCC) Strategy
for Infant and Young Child Feeding
(IYCF) in Nigeria 2016-2020
Federal Ministry of Health, Nigeria
, PEACE
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July, 2016

The multifaceted challenges of Maternal, Newborn and Child Nutrition and their impact on human
development has drawn the global attention on the need for rapid, impactful action. Nigeria has developed
excellent IYCF messages for primary participants in the Facility and Community Infant and Young Child Feeding
Counselling Package. Though this has directly increased access to resources, enabling technologies or services;
yet Social and Behavioural Change Communication (SBCC) by straight forward emotional/value-based
communication component should be integrated to increase population and families’ behaviours for
improved IYCF practices.
SBCC is the social ecological model process that employs a systematic, planned and evidence-based strategy
for engaging community to understand and solve their own problems to accelerate behaviour and social
change for optimal healthy lifestyle. It avoids talking about messages which refers to one-way communication
to adopting recommendations and arguments, which is based on dialogues whereby people discuss and listen
to each other by employing specific principles, processes and platforms to ensure optimal behavioural
practices.
Recent evidence has highlighted the crucial role of SBCC as a fundamental component of nutrition-specific and
nutrition-sensitive interventions. The suboptimal nutritional practice in Nigeria as compared with the
nutritional indices over the years therefore calls for adoption of SBCC strategy. This SBCC strategy concentrates
on developing recommendations for secondary and tertiary groups, as well as arguments based on the
behavioural analysis done in selected States through the arguments of the primary group aimed at self-efficacy
and empowerment of women to practice the recommended behaviour.
The SBCC interventions require different analyses, approaches, and platforms for ease of communication to
increase the individual and group practice of optimal nutrition actions within a defined population, working at
all levels of the socio-ecologic model. Relevant participants including mothers, caregivers, husbands,
grandmothers, mother-in-laws, other family members, health workers, community, traditional, government
officials at all levels, private sector and civil society organizations, the mass media, and policy makers are vital
and need the communication approaches that incorporate the principles of behavioural economics and choice
architecture.
Recognizing the opportunities in SBCC to improve nutrition practices; this document intends to engage
stakeholders’ commitments, create integrated, multi-disciplinary SBCC approaches for collective social
structures and “family practices”; focus on fewer behaviours and arguments to identify and leverage “universal
insights”. This document while avoiding over-messaging to achieve greater impact, has created better
mechanisms for engaging multiple levels of systems to leverage economic, social, and structural factors
through effective multi-sectoral partnerships on existing commercial expertise including private sectors-food
manufacturers strategic creative process to promote the uptake of a more unified process to increase impact of
optimal nutritional practices for all physiologic age groups, particularly during the first 1,000 days.
In order to achieve the goal of the National Policy on Food and Nutrition in line with the nutritional targets of
the Sustainable Development Goals, therefore recommend this document for the use of all stakeholders
Prof Isaac F. Adewole FAS, FSPSP, FRCOG, Dsc (Hons)
Honourable Minster of Health
February, 2017
Foreword
NATIONAL SOCIAL AND BEHAVIOURAL CHANGE COMMUNICATION (SBCC)
STRATEGY FOR INFANT AND YOUNG CHILD FEEDING (IYCF) IN NIGERIA 2016-2020
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The Federal Ministry of Health (FMOH) acknowledges the immense contributions and
efforts of numerous individuals and organizations to the development of the National Social and
Behavioural Change Communication Strategy for Infant and Young Child Feeding practices in
Nigeria.
Our special gratitude goes to the United Kingdom Department for International Development
(UKAID) for providing funds for this initiative and the United Nations Children’s Fund (UNICEF) for
technical support to ensure that this document was actualized.
This acknowledgement will remain incomplete without recognizing the efforts of our development
partners who work timelessly to ensure that the document came out enriched with the desired
quality. These included Alive and Thrive/FHI360, Save the Children Nigeria, SPRING and Action
Contre la Faim (ACF), among others.
We also wish to thank the lead technical persons: Dominique Thaly (Lead Consultant) Christine
Kaligirwa (UNICEF), Dr Noma Owens-Ibie (UNICEF), Auwalu Kawu (Alive and Thrive), Oluwatoyin
Oyekenu (WINNN), Charles Agbonifo (National Consultant), Chioma Mong (National Consultant),
Prof Muyiwa Owolabi (ABU) and Dr Daniel Steve (ABU), for their immense contributions. The role of
relevant professional bodies, mass media organizations, religious leaders, traditional rulers and
NGOs is also acknowledged.
We would really like to recognize the effort of the National Primary Health Care Development Agency
(NPHCDA), State Primary Health Care Development Agency (SPHCDA), National Orientation Agency
(NOA) and the National Youth Service Corps (NYSC), without which this document would not have
been what it is today.
Above All, members of staff of the Nutrition Division, Family Health Department of FMOH, led by Dr
Chris Isokpunwu, ensured technical quality assurance, coordination and leadership throughout the
process of developing the document, as well as ensuring completion of the project on schedule.
The Federal Ministry of Health truly appreciates all that contributed in one way or the other to
enriching the quality of this National Social and Behavioural Change Communication Startegy for
Infant and Young Child Feeding practices in Nigeria.
Dr. Adebimpe Adebiyi, mni
Director, Family Health Department
February, 2017
Acknowledgement

iii
Table of contents
List of abbreviations and acronyms................................................................................................................... iv
1 Introduction .......................................................................................................................................................... 1
2 General context .................................................................................................................................................... 2
2.1 Basic country data ............................................................................................................................................................................ 2
2.2 Behavioural analysis......................................................................................................................................................................... 2
3 Objectives of the strategy................................................................................................................................. 9
3.1 Goal...................................................................................................................................................................................................... 9
3.2 Promoted practices....................................................................................................................................................................... 9
3.3 The participants.............................................................................................................................................................................. 10
3.4 Speciﬁc objectives and results.................................................................................................................................................. 10
4 The Approach...................................................................................................................................................... 11
4.1 SBCC theoretical fundament..................................................................................................................................................... 11
5 Strategic axes and activities.............................................................................................................................. 15
5.1 Communication for behaviour change................................................................................................................................ .
15
5.2 Communication for Social Change and Social Mobilization Process ...................................................................... 16
5.3 Community participation............................................................................................................................................................ 21
5.4 Capacity building ........................................................................................................................................................................... 24
5.5 Advocacy ........................................................................................................................................................................................... 26
6 Monitoring, supervision, coordination and planning................................................................................... 26
7 Scaling up ............................................................................................................................................................ 26
8 Role and responsibilities of government and partners................................................................................. 27
9 Logical framework.............................................................................................................................................. 29
10 Operational plan................................................................................................................................................. 34
11 References ........................................................................................................................................................... 44
Acknowledgement ................................................................................................................... ii
Preface ................................................................................................................... i
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12 List of Contributors .......................................................................................................................................... 47

List of abbreviations and acronyms
iv
ACF Action Against Hunger
BFCI Baby-friendly Community Initiative
BFHI Baby-friendly Hospital Initiative
CAN Christian Association of Nigeria
CBO Community-based Organization
CHEWs Community Health Extension Workers
CMAM Community Management of Acute Malnutrition
CORP Community Resource Persons
DFID Department for International Development
EBF Exclusive breastfeeding
FCT Federal Capital Territory
FOMWAN Federation of Muslim Women’s Association Nigeria
FRCN Federal Radio Corporation of Nigeria
GAM Global Acute Malnutrition
GDP Gross Domestic Product
ICCM integrated Community Case Management
IMNCH Integrated Maternal, New-born and Child Health
IPC Interpersonal communication
ITU International Telecommunications Union
IYCF Infant and Young Child Feeding
KHHP Key Household Practices
LGAs Local Government Areas
MNCHW Maternal, New-born and Child Health Weeks
MUAC Mid-upper Arm Circumference
NBC National Broadcasting Commission
NCC Nigerian Communication Commission
NISS Nutrition Information and Surveillance System
NITDA National Information Technology Development Agency
NSCIA Nigerian Supreme Council of Islamic Aﬀairs
NURTW National Union of Road Transport Workers
NYSC National Youth Service Corps
ORIE Operations Research and Impact Evaluation
OTP Outpatient Therapeutic Programme
SAM Severe Acute Malnutrition
SBCC Social and Behaviour Change Communication
SCI Save the Children International
SLEAC Simpliﬁed Lot Quality Assurance Sampling Evaluation of Access and Coverage
SQUEAC Semi-Quantitative Evaluation of Access and Coverage
UNDAP United Nations Development Assistance Framework – Action Plan
VCMs Volunteer Community Mobilizers
WINNN Working to Improve Nutrition in Northern Nigeria
WOWICAN Women’s Wing Christian Association of Nigeria
YOWICAN Youth Wing of Christian Association of Nigeria

Chronic malnutrition remains an enduring problem in Nigeria with 36% children under five suffering
from stunting, which translates to 11 million children affected. Nigeria accounts for 7% of global
burden of stunting and over 20% in Africa. The prevalence of stunting amongst the poorest Nigerian
children is higher than that amongst the wealthiest and acts as both a consequence and a cause of
poverty.
Poor infant and young child feeding (IYCF) practices are the main causes for this high level of chronic
malnutrition. According to NDHS, 2013, the national rate of 30 Minutes-Initiation of Breastfeeding is
33% and the rate of EBF was estimated at 17%, 13%, 15% and 17.4% respectively in 2003, 2008, 2011
and 2013 showing no improvement for the last decade.
The percentage of children aged 0 to 5 months who are breastfeed and consuming plain water is
evaluated 47% and it is estimated to be 5 % for those consuming infant formula or other milk with
breast milk. Based on SMART, 2014, the rate of EBF increased up to 25%.
The percentage of children aged 6 to 23 months who consumed the minimum dietary diversity was
37% with only 15.8 % of children 6 to 11 months receiving enough nutritious foods. The proportion of
children who were fed the minimum number of times was 57% and 49% are from the North of the
country. Only 17.5% consumed the minimum accepted diet, while 46% percent had consumed iron-
rich food. Younger children, aged 6 to 11 months, consumed less diverse and acceptable diets
respectively 15.8% and 12.5%, and also have a reduced consumption of iron-rich foods at 25%.
In collaboration with partners, the Government of Nigeria adopted a National IYCF policy, a National
Food and Nutrition Strategic plan which highlighted two key priorities. These included the IYCF and
the Code of marketing of breast-milk substitutes. To support a uniformed community level
intervention, a Community and Facility Infant and Young Child Feeding (IYCF) training packages were
also developed and disseminated throughout the country. The packages were further translated into
five Nigerian languages—Hausa, Idoma, Igbo, Tiv, and Yoruba. There is also the National Health
Strategic Plan of Action 2014-2019 on infant and young child feeding (IYCF), which has a set objective
to:
Ÿ Increase exclusive breastfeeding in first six months to at least 50% by 2018,
Ÿ Infants are initiated on breastfeeding within first half hour,
Ÿ Care givers practice appropriate complementary feeding,
Ÿ All health facilities certified as baby friendly,
Ÿ Frontline health workers trained on optimal infant and young child feeding.
In order to improve knowledge, attitudes, beliefs and behaviours relating to IYCF, a National
Behavioural Change Communication Strategy for Infant and Young Child Feeding Practices in Nigeria
2012-2015 was developed in 2012. This strategy expired five years ago, and hence the necessity to
produce an updated version that would accommodate the current program implementation and
expand to the next four years.
1. Introduction
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Through a concerted effort among partners, the nutrition division harnessed resources and
implementing partners in March-April 2016 to produce the current document. This revised strategy,
is an outcome of the information derived from various formative researches and studies on IYCF in
the country within the period 2012-2015. The development process also included consultation with
different stakeholders at all levels, a strategic workshop (March 2016 Kaduna), field visit and “reality
check”, June 2016, and a technical validation workshop (June 2016, Kaduna). More than 50
representatives from Federal and State level from Ministries of Health, Primary Health Care Agencies,
Federal Ministry of Information and Culture, the National Orientation Agency, the National Youth
Service Corps, media, academia, international partners and NGOs, and the private sector actively
participated in the development process¹.
2. General context
2.1 Basic country data
The Federal Republic of Nigeria is divided into 37 states (36 states plus the Federal Capital Territory
(FCT), Abuja) and 774 local government areas (LGAs). The population is projected as 171 million with
an annual growth rate of 3.2%. 45% of the population is aged 0-15 years and 30% is aged 15 to 34
years. Women account for 49% of the total population. About 80% of the population lives in rural
areas.² As of April 2015, the official number of internally displaced persons in North-East Nigeria was
1.5 million while 24.5 million people were affected by the Boko Haram emergency.³
The country's economic growth was a steady 7-8% for the period 2010-2015 with agriculture
contributing about 40% to the Gross Domestic Product (GDP) and over 60% to employment. Other
contributions to the GDP are wholesale and retail trade (19%) and oil and natural gas (15%). Oil and
gas revenue account for over 90% of export earnings and 80% of the total government revenue.
Manufacturing remains poorly developed, contributing less than 5% to the GDP in 2011.⁴
2.2 Behavioural analysis⁵
2.2.1 Early initiation of breastfeeding
According to NDHS 2013,⁶ the national rate of one-hour initiation of breastfeeding is 33.2%. Babies
who are less likely to receive breastmilk within one hour after birth are those from the Kebbi (8.3%)
and Zamfara States (12.3%) and from the lowest wealth quintile (22.4%).
¹This strategy comes with annexes that contain among others a media analysis, a detailed behavioral analysis, a document with
recommendation and arguments, the logical framework, the operational plan for 2016-2020 and a document on theoretical fundaments.
²UN Nigeria (2014), United Nations development assistance framework – Action Plan Nigeria (UNDAP) 2014-2017.
³OCHA (2015), Humanitarian Bulletin Nigeria, issue 01, April 2015. Downloaded on April 20th, 2016:
https://www.humanitarianresponse.info/fr/system/files/documents/files/nigeria_humanitarian_bulletin_april_2015.pdf
⁴UN Nigeria (2014), United Nations development assistance framework – Action Plan Nigeria (UNDAP) 2014-2017.
⁵For a more detailed behavioural analysis, see Annex 3.
⁶Federal Republic of Nigeria (2013), Nigeria Demographic and Health Survey 2013, National Population Commission, ICF International,
Abuja, June 2014. Downloaded on April 11, 2016: https://dhsprogram.com/pubs/pdf/FR293/FR293.pdf.
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58.6% of babies received prelacteals feed (NDHS 2013). The most vulnerable children are those from
Sokoto (91.2%), Yobe (88.9%) and Bauchi States (87.9%), as well as those from North East (73%) and
North West Zones (68.3%), and those from the lowest wealth quintile (73.8%) and those from
mothers with no education (71.1%). Prelacteals feeds include plain water and water with herbs. The
main factors for giving prelacteals feeds to babies are social norms: knowledge about the benefit of
giving colostrum is above 50% in many places. Some data from the Northern States (Jigawa, Katsina,
Kebbi and Zamfara) even state that more than 70% of mothers think that colostrum is good for
babies. ⁷
Social pressure, especially from mothers-in-law, is very strong: many mothers in law believe that it is
important that the mother rests after having given birth, and some mothers in law or relatives
physically take the baby away and give him or her back to the mother one or two days after birth. In
the meantime, the baby is fed with plain water or with honey and glucose, and herbal drinks. The
colostrum is sometimes “washed away”, as some mothers believe that their breasts should be
“washed” before the baby is breastfed after birth. Some customs also necessitate either the
permission or the presence of the father or a male representative (father or brother-in-law,
grandfather) before the baby is breastfed for the first time. Some also give water to babies as they
think that it will quench their thirst.
Resistance from traditional birth attendants (TBA) has also been reported, as they feel that they are
being ignored or sidestepped when the mother or the mother-in-law does not allow them to give the
baby herbal drinks. There is also some resistance from the health care professionals, for whom
breastfeeding within 30 minutes of birth is not always a priority, as they prefer to first wash the baby
and give him or her health care. It is also true that the strong resistance of the mother or her relatives
can impair the efforts of the health professionals in promoting the early initiation of breastfeeding.
Furthermore, the place of delivery does play a role: Babies delivered at home have a higher chance of
receiving prelacteals feed i.e. 67.6% against 43.3% for those delivered at health facility, (NDHS, 2013).
However, only 35.8% of women deliver their babies in a health facility (NDHS 2013), and those
delivering their babies at home are also the most vulnerable groups regarding early initiation of
breast-feeding, particularly in the Northern States, mothers from the lowest wealth quintile and
those with no education.
Barriers to change are the fact that, in some groups, women are not allowed to attend ANCs or to
deliver at health facilities due to the resistance from husbands or religious leaders. Other barriers to
change of attitudes, social norms and practices are the physical pain suffered by the mothers or a lack
of breast milk, which might be also due to the defective positioning and attachment of the baby. The
lack of autonomy and power of women, especially the primiparous ones, and the power of mothers-
in-law, husbands and traditional birth attendants, especially regarding the care of babies, are also
barriers.
⁷ORIE (2014), ORIE Nigeria: Quantitative Impact Evaluation, July 2014, Operations Research and Impact Evaluation, Nutrition Research in
Northern Nigeria. Downloaded on March 8,
2016http://opendocs.ids.ac.uk/opendocs/bitstream/handle/123456789/4200/ORIE_QU ANT_IE_baseline%20report_for%20publication_
final.pdf.
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2.2.2 Exclusive breastfeeding for the first six months of life
The rate of exclusive breastfeeding was estimated at 17%, 13% and 15%, 17.4% in 2003, 2008, 2011
and 2013 respectively, showing no improvement in the last decade. According to SMART (2014), the
rate of EBF increased to 25%.⁸ The median duration of exclusive breastfeeding of babies under six
months of age is 0.5 months while the average median duration of breastfeeding is 18 months. The
most vulnerable groups are babies from mothers from the lowest wealth quintile (median duration
0.4 months), from the North West (0.4 months), the North Central and North East zones (0.5 months),
and those with no education (0.4 months) (NDHS 2013).
The knowledge that babies should receive only breastmilk seems to be quite low: only 25% of
mothers of babies aged 0-35 months in 24 LGAs of Northern States (Jigawa, Katsina, Kebbi and
Zamfara) know that a baby should receive breast milk for at least six months.⁹ A small majority (55%)
of women in the same LGAs think that children could receive other food or liquids within one month
after birth. The majority of them (92.5%) think that babies should receive breast milk alone for 2 to 4
months at most or for one month (minimum).
Exclusive breastfeeding for the first six months of life requires that mothers are also in good health
and that special attention be given to their nutritional status. In this regard, as many as 7.9% of
women of reproductive age are malnourished.¹⁰ As many as 3.9% of women aged 15-49 are
moderately and severely thin (NDHS 2013). The most vulnerable groups are women from Kano
(10.1%), Gombe State (9.6%), Bauchi (9.1%) and Sokoto State (9.1%), those aged between 15 and 19
years old (9.3%), in the lowest health quintile (6.4%), and those from the North West (6.6%) and North
East (5.5%). These zones are also the zones with the lowest median duration of exclusive
breastfeeding.
The most common food given to babies under six months, besides breast milk, is plain water: 46.6%
of the children under six months of age were breastfed and consumed water alone (NDHS 2013). Very
few mothers know that babies under six months should not get water, even on hot days: 7.4% of
mothers in the 24 northern LGAs know this for a fact. However, the strongest determinants relate to
shared beliefs: For mothers, their families and influencers, it is absolutely necessary for a baby to be
given water, especially during hot weather, as they think that if the baby is not given water, s/he will
suffer and become ill.
There is very strong pressure from mothers-in-law and fathers to give the baby water. Mothers might
be accused of wanting to kill the baby if they do not give him or her water. It is a social norm to give
water to babies. Babies are compared to adults: because adults suffer from thirst if not given water, so
do babies.
⁸The latest NNHS survey shows an encouraging rate of 21.5% at national level for 2014. Federal Republic of Nigeria (2014), Report on the
nutrition and health situation of Nigeria. Nutrition and Health survey using SMART methods. Data collection: 9th February - 14th May 2014.
December 2014.
⁹ORIE (2014), ORIE Nigeria: Quantitative Impact Evaluation, July 2014, Operations Research and Impact Evaluation, Nutrition Research
in Northern Nigeria. Downloaded on March 8, 2016:
http://opendocs.ids.ac.uk/opendocs/bitstream/handle/123456789/4200/ORIE_QUANT_IE_baseline%20report_for%20publication_final.
pdf .
¹⁰Federal Republic of Nigeria (2015), Report on the nutrition and health situation of Nigeria. Nutrition and Health survey using SMART
methods. Data collection: 13th July – 13th September 2015. November 2015. (NNHS 2015)
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The water issue is aggravated by the quality of drinking water available in households and the lack of
adequate treatment of drinking water coming from non-improved sources: As many as 50.5% of
rural households have access to non-improved sources of drinking water in Nigeria and 89.2% of
them do not use appropriate water treatment methods (NDHS, 2013).
Finally, 22.5% of babies receive complementary food (besides plain water) before they reach six
months of age (NDHS 2013). Some receive complementary food under one month of age, but most
of them receive it from three to four months onwards. The most commonly given complementary
food is any solid or semi-solid (40.1% of breastfed children four-five months old, 36.3% of non-
breastfed children), other liquids (other than plain water, 19% of both breastfed and non-breastfed
children four-five months old) and food made from grain (including fortified baby food, given to
16.31% of breastfed children four-five months old and 13.2% of non-breastfed children). Infant
formula is given to 6.8% breastfed children four-five months old and to 13.8% of non-breastfed
children (NDHS 2013).
Complementary food is mainly given in the belief that breastmilk alone is not sufficient. There is the
issue that when mothers are going back to work, they cannot give breastmilk only, even if a few of
them do express it. Thus, the baby is left behind with the family and is given water and akamu (a thin
gruel of corn flour) after two months. Staying home to give breastmilk is perceived as being lazy and a
luxury that only rich people and civil servants can afford.
There is also the issue of food perception: Liquids and gruels are not considered “food” but are
considered to be a different category. “Food” refers to more solid foods (tuwo) that infants and
toddlers find harder to chew and swallow. Therefore, some would not introduce solid food before six
months but would give kunu (cereal) and akamu (pap) or milk, water, or soya beans after three
months. In addition, when a baby cries and is given liquid food and stops crying, it is interpreted as a
clear sign that the baby is ready for this kind of food, even though s/he is less than six months old.
With regard to breastfeeding practices in special circumstances, we only have data regarding babies
with diarrhoea. 17% of children under the age of six months who had diarrhoea were given much less
fluid than usual (NDHS, 2013). The most vulnerable children are those from mothers within the
lowest wealth quintile, those from North West and North Central, those with no education and those
from the rural areas. Some were even given no water at all: 3.5% of children under the age of six
months who had diarrhoea were given no fluid at all (NDHS, 2013). The most vulnerable children are
those from South East and those with the bloody type of diarrhoea. Determinants are the low level of
education of mothers, the level of poverty, and the lack of autonomy of mothers, as well as the power
of secondary participants (mothers-in-law, husbands and traditional birth attendants) who have
strong beliefs regarding exclusive breastfeeding, especially regarding the issue of water. Mothers-in-
law are usually the ones who give water, other liquids and semi-solid food to infants while husbands
allow or forbid such practices.
2.2.3 Complementary feeding
Only 10.2 % of breastfed and non-breastfed children aged six to 23 months receive other milk or milk
products at least twice a day, which is the minimum recommended meal frequency (according to
their age group), and solid or semisolid foods from at least four food groups not including the milk or

milk product food group (for breastfed children: food from four or more food groups at least three
times a day). The most vulnerable groups that do not receive this minimum acceptable diet are
children of mothers from Ogun (0%) and Zamfara (1.0%), from the lowest wealth quintile (6.0%) from
South West (5.6%) and of mothers with no education (6.9%) (NDHS 2013). Furthermore, only 5.8% of
children aged six to eight months receive the minimum acceptable diet (timely introduction of
complementary feeding).
The percentage of children aged 6 to 23 months who consume the minimum dietary diversity is
19.3%, with only 6.5 % of children six-eight months (timely introduction of complementary feeding)
receiving sufficiently nutritious foods (NDHS 2013). The most vulnerable groups are children from
Zamfara State (4.0% of children aged 6-23 months get the minimum dietary diversity), Niger State
(5.2%), Katsina State (7.7%) and Ogun State (7.9%). Children of mothers from the lowest wealth
quintile (9.4%), children of mothers with no education (11.2%) and children from the North West
(12.1%) are also vulnerable.
The proportion of children who are fed the minimum number of times was 58% (minimum meal
frequency, NDHS 2013). The most vulnerable groups are children from Kwara State (14.4%) and Ekiti
State (27.1%), and from South West (43%) and North Central (49.5%).
In terms of complementary feeding practices, it seems that the top foods beings consumed by young
children aged 6 - 23 months are largely cereal-based staples. For example, it seems that, in Kebbi and
Adamawa, in the early hours of the day (between eight and 11 a.m.), babies are fed more solid food
and, for the rest of the day, they are fed waterier food. The most commonly eaten foods are kunu, a
Hausa term for porridge, that can be made as either a semi-solid or watery consistency, akamu, or
pap, a general term for porridge, tuwo, a Hausa term for cereal-based solid food), and breastmilk.¹¹
Very few leafy green vegetables are consumed and, other than powdered milk, no animal-sources
such as liver, eggs, or fish. Iron-rich foods were missing from the diets of the young children.¹² The
food given to babies under 24 months old is mostly too watery.
With regard to who feeds the baby, it seems that it is usually the mother or a female adult relative or
an older sister. But this information is a contradiction to the information stated in the section on
exclusive breastfeeding, where a woman staying home to breastfeed is perceived as a luxury for the
rich and civil servants. In some places, babies are reported to eat different food until they are one-
year-old and then eat the same food as the rest of the family (see Annex 2, IYCF behavioural analysis).
Until they are two years old, they are reported to eat separately with their mothers or their caregivers,
and after the age of two, they eat with other children. In Kebbi and Adamawa, mothers are reported
to resort to force feeding by hand when the child does not want to eat. Dietary monotony and
frequent childhood illness in this setting are likely to contribute to children's reduced appetites.¹³
In Lagos State, complementary feeding practices is reported inadequate although better than other
¹¹Federal Ministry of Health (2015), Formative research for IYCF & MNP programming in Nigeria: summary of key findings. Considerations
for IYCF and MNP program design – Kebbi & Adamawa, Nigeria. Draft report, October 2015.
¹²Federal Ministry of Health (2015), Formative research for IYCF & MNP programming in Nigeria: summary of key findings. Considerations
¹³Federal Ministry of Health (2015), Formative research for IYCF & MNP programming in Nigeria: summary of key findings. Considerations
6

a
communities inside and outside Nigeria.¹³ Also, in Enugu State, complementary feeding practices is
b
poor despite nutritional education.¹³ On a more encouraging note, it seems that breastfeeding
continues for a significant period: The median duration for breastfeeding in Nigeria is 18.3 months,
with the lowest quintile extending to 21.4 months and the two main critical zones in terms of IYCF
practices extending to more than 20 months (20.1 months in the North East and 21 months in the
North West) (NDHS 2013). Kunu is the most common weaning food.
Regarding feeding practices during illness, if one takes the example of diarrhoea, only one baby out
of ten (11.5%) was given more fluids than usual (NDHS 2013). Most of the children were given less
fluid or no fluid at all. The most vulnerable children are those of mothers within the lowest wealth
quintile (29.1% were given much less fluid than usual), those from North West (26.9%) and North
Central (23.2%), those with no education (26.9%) and those from the rural areas (25.4%). Mothers
stop breastfeeding because of fear it may worsen the diarrhoea/illness.
Concerning hygiene practices, the conditions for handwashing are below the required standards,
which might hamper the hygienic condition of food preparation. Only 39.5% of households had a
place for washing hands (NDHS 2013). The most vulnerable groups are households in Taraba (0.6%),
Adamawa (2.3%), Kano (2.4%) and Bayelsa (4.7%) States, as well as in the South East (11.1%) and
North West (31.5%). Among households where places for hand washing were observed, only 26.3%
had soap and water. The most vulnerable groups are households in Bauchi (1.1%), Borno (1.1%),
Kebbi (1.9%) and Zamfara States (1.0%), as well as those in the North East (2.8%) and in the lowest
wealth quintile (3.1%). Again, we have little information regarding the reasons for this practice.
It seems that knowledge about adequate complementary feeding is quite low among caregivers.
Some have heard about the different categories of food, but they do not know which food belongs to
which category. For example, in Kebbi and Adamawa, food made from beans is perceived to be a
substitute for meat and fish by most caregivers.¹⁴ Furthermore, the main driver for deciding which
food to give the babies does not seem to be what the baby “should” eat but (1) if the baby likes it and
(2) what is available due to economic constraints. This economic constraints, or whether the husband
has enough money to buy food, is cited as the main barrier to adequate complementary feeding for
children aged 6 to 24 months. In Kebbi and Adamawa, caregivers report that, during specific seasons
of the year, some food such as soya and groundnuts are not available. Also, there is a general lack of
food during the lean season. Some households indicated that accessibility of staple foods during the
lean season was a formidable challenge; in order to overcome it, they would resort to reducing the
frequency of young children's daily meals.¹⁵
The issues of availability and affordability could be averted with more adequate information given to
a
¹³ Olatona F. A. , Odozi M. A. , Amu E. O. , (2014). Complementary Feeding Practices among Mothers of Children under Five Years of Age in
Satellite Town, Lagos, Nigeria, Food and Public Health, Vol. 4 No. 3, , pp. 93-98.
b
¹³ Anoshirike C. O. Ejeogo C. P. 2, Nwosu O.I. C, Maduforo A.N, and Nnoka Kingsley O., (2014). Infant Feeding Practices Among Mothers and
Their Infants Attending Maternal And Child Health In Enugu, Nigeria. Journal of Biology, Agriculture and Healthcare www.iiste.org ISSN
2224-3208 (Paper) ISSN 2225-093X (Online) Vol.4, No.10.
¹⁴Federal Ministry of Health (2015), Formative research for IYCF & MNP programming in Nigeria: summary of key findings. Considerations
¹⁵Federal Ministry of Health (2015), Formative research for IYCF & MNP programming in Nigeria: summary of key findings. Considerations
7

8
fathers regarding locally available, or locally grown in one's garden, vegetables as the type of
complementary food to be given to children aged 6 to 24 months old.¹⁶ Some fathers are reported to
be willing to support and provide or pay for any special food requirements when they can afford it.¹⁷
Other barriers are the fact that mothers are busy or have to work, which means that they might not
have time to prepare specific food for toddlers.
2.2.4 Influencing factors for IYCF practices
Positively influencing factors for IYCF practices are practices that are meant to enhance compliance
with IYCF practices:
Ÿ ANC visits and birth delivery at health facility,
Ÿ WASH practices,
Ÿ Maternal nutrition.
In the case of Nigeria, we can see that the vulnerable groups for IYCF practices are the same groups
that also have a low compliance with IYCF facilitating influencing practices. The most vulnerable
groups regarding IYCF practices are the one who mostly do not do antenatal care visits, who deliver
their baby at home. Especially mothers from the lowest quintile and education level tend not to do
ANC visits and deliver at home.
The rate of women with no antenatal care visit (ANC) or who deliver their babies at home with a
traditional birth attendant (TBA) or a relative is high in the North East and North West States. 79.7%
mothers from Sokoto, 73.6% from Zamfara, 71, 2% from Kebbi and 65, 2% from Yobe State had no
ANC. Women in the lowest quintile (69.4%) and mothers with no education (57.7%) are particularly
affected. These same women avoid delivering at the health facility: Sokoto (4.7%), Zamfara (5%),
Jigawa (6.7%) and Yobe States (7.6%), as well as those who had no antenatal care visit (4.3%) and
those in the lowest wealth quintile (5.8%). They deliver with a TBA or with a relative at home. The
majority of women from Zamfara and Sokoto States (94.2%), and Jigawa (91.4%), Kebbi (91%) and
Yobe States (90%) and women in the lowest wealth quintile (93.1%) delivered at home (NDHS, 2013).
The data situation for hygiene is not as clear: more than 60% of households do have access to
improved sources of water, but the percentage for rural areas is only 50%. For those who have no
access to improved sources of water, the vast majority (88%) do not treat the water before
consuming it (NDHS 2013).¹⁸ In addition, the percentage of households that have a place to wash
hands is quite low (39.5%), and in states like Taraba, Adamawa, Kano or Bayelsa, it is almost non-
existent (less than 5%). Only one out of four of these places had water and soap.
¹⁶According to the ORIE Study, in Katsina and Kebbi, the most common barrier to practicing complementary feeding was the perceived
availability and affordability of the recommended food items. However, there was disagreement on this issue as several beneficiaries
reported that they were unable to afford many of the items and CVs reported that the items were accessible and affordable. Part of this
discordance could be related to the list of items itself, as there appeared to be one large list that was used across all settings and
communities. However, it might be that only a few items on the list were available in each community and the beneficiaries focused on what
they were not able to access or afford, while the CVs were referring to the few items that were readily available and affordable. ORIE (2015),
How to strengthen the Infant and Young Child Feeding (IYCF) programme in Northern Nigeria, Operations Research and Impact Evaluation,
Nutrition Research in Northern Nigeria, July 2015. Downloaded on March 8, 2016: http://www.heart-resources.org/wp-
content/uploads/2015/07/IYCF-report_final_May_2015.pdf.
¹⁷USAID (2011), Formative assessment of infant and young child feeding practices, January 2011, Federal capital territory, Nigeria.
Downloaded on March 8th, 2016: http://iycn.wpengine.netdna-cdn.com/files/IYCN_Nigeria_Formative_Assessment_010611.pdf..
¹⁸No data available for zones, wealth quintiles or states.

9
Regarding maternal nutrition, there does not seem to be much taboo regarding what pregnant and
lactating mothers may or may not eat. In Jigawa, it was noted that since women were not allowed to
go out, they depended on what their husbands would bring home, which mainly consist of grains and
tubers. However, the men would buy themselves take-away food to eat outside the home at the
market, and that food would be more diverse.¹⁹ Special food is given to pregnant and lactating
mothers to stimulate milk production and enhance its quality. In particular, newly wed wives are
given good quality food. They do need this, as almost one out of 10 women aged 15-19 years old is
moderately to severely thin. In Kano, Gombe and Bauchi, one out of 10 women of reproductive age
fits this description (NDHS 2013).
3. Objectives of the strategy
3.1 Goal
The goal of the Infant and Young Child Feeding (IYCF) communication for development SBCC)
strategy of Nigeria (2016-2020) is to promote IYCF practices in order to contribute to the
improvement of nutritional status, growth, development, health, and survival of infants and young
children through optimal breastfeeding and complementary feeding, as well as other, related
maternal interventions.
3.2 Promoted practices
In Nigeria, the promoted practices regarding IYCF, according to the IYCF strategic plan of action, are
as follows:
Ÿ Exclusive breastfeeding for the first six months of life.
Ÿ Introduction at six months of adequate complementary foods, based on local food materials
while breastfeeding, continuing for up to two years and beyond
Ÿ For mothers living with HIV:
Ÿ Exclusive breastfeeding for the first six months of life but with appropriate ARV treatment,
Ÿ Introduction at six months of adequate complementary food based on local food materials
and continued breastfeeding up to twelve months, but with appropriate ARV treatment.
The SBCC IYCF strategy will promote the following practices:
Ÿ IYCF Practices 1: The mother breastfeeds her child / children within 30 minutes of birth
Ÿ IYCF Practices 2: The mother exclusively breastfeeds her child / children for the first 6 months of
life
Ÿ IYCF Practices 3: The mother or the caregiver timely introduces complementary feeding based
on local food products at 6 months while continuing breastfeeding up to 2 years and beyond
Ÿ IYCF Practices 4: The mother, the father or the caregiver knows the gravity signs for
malnutrition and brings the child on time to the health facility to receive appropriate care
¹⁹Manoukian, V. (2012). Rapid Socio-Cultural Assessment Jigawa State. WINNN, Action against Hunger

10
Ÿ IYCF Practices 5: The mother, the father or the caregiver gives appropriate food, as
recommended at the health care facility, to the malnourished child at home
Ÿ IYCF Practices 6: Mother living with HIV initiates breastfeeding within 30 minutes and
breastfeeds her baby exclusively for the first 6 months of his life. She should
introduce complementary foods (in addition to breast mil) at 6 months while
continuing breastfeeding until 12 months, provided she is on ARV treatment.
Ÿ IYCF Practice 7: Mothers breastfeeds their sick children more frequently during illness,
including diarrhea.
3.3 The participants
Participants at macro level are decision-makers at national, regional or local level. Participants at
meso level are those working in service delivery, be it from governmental institutions or non-
governmental institutions, private companies and media. Participants at the micro level are those at
the community level.
Among the micro level participants, we have the primary, secondary and tertiary participant groups.
Primary participants are those whose behaviour should change such as pregnant women, lactating
mothers and mothers of under-two children. Secondary participants are those who have influence
on primary participants such as husbands, grandmothers/mothers-in-law, health workers, CVs and
TBAs. Tertiary participants are local institutions who have a role in organizing community activities
such the CBOs. Tertiary participants may also include community leaders, elders, representatives of
vulnerable groups.
3.4 Specific objectives and results²⁰
3.4.1 Micro level
Individual behaviour changes objectives
1. By 2020, 50% of children are put to breast within 30 min of birth (Baseline: 33% NDHS 2013)
2. By 2020, 50% of children are exclusively breastfed for the first 6 months of life (Baseline: 17%
NDHS 2013)
3. 80% of children aged 6-23 months receive appropriate liquid and solid, semi-solid, or soft food
the minimum number of times or more, from minimum food groups by 2020 (Baseline: 10%
NDHS 2013)
4. By 2020, 80% of children aged 0-23 months old receive more fluid during illness (diarrhoea) .
Community participation change objectives
1. By 2020, number of States/LGA/Community where traditional, religious leaders, including
their wives support mothers including in special circumstances to implement IYCF practices,
2. By 2020 80% of traditional birth attendants at States/LGA/Community levels support
mothers, including those in special circumstances to practice Early IBF, EBF and CF (From
Baseline)
3. By 2020 80% of Mother-to-mother support groups and other community based
²⁰For more information, please refer to the logical framework with the objectives, results and their respective indicators in Annex 6.

11
Organizations take autonomous action to promote IYCF. (From Baseline),
4. By 2020 80% of IYCF Community Volunteers (CVs) work more efficiently to raise the IYCF
compliance rate
Meso level change objectives
1. By 2020, National and State level SBCC working groups and LGA Social mobilization
committees support effective implementation of IYCF practices.
2. By 2020, 80% of Health facilities in 36 States and FCT integrate and actively promote IYCF
practices
3. By 2020, at least one (1) corporate organization in each of the 36 States and FCT support and
implement IYCF programme
4. By 2020, National and State level SBCC working groups and LGA Social mobilization
committees report annually on IYCF communication activities and progress
5. By 2020, at least three (3) media organizations in each of the 36 States and FCT actively
promote IYCF programme
6. By 2020, Number of Traditional media organizations (especially theatre for development and
other community media) in 36 States and FCT mainstream IYCF into their routine action-
oriented activities
7. By 2020, Number of Religious organizations promote adequate IYCF practices during regular
gatherings
8. By 2020, number of traditional leaders' organizations promote IYCF practices
Macro level change objectives
1. By 2020 Federal, State and LGAs level agencies has IYCF communication program
2. By 2020 80% of Decision makers at Federal/state and LGA levels commit to release resources
for IYCF SBCC program.
3. By 2020 80% of Federal/State agencies support regular monitoring and supervision of IYCF
SBCC programmes
4. By 2020 Bilateral and Multilateral agencies increase support (funding & technical) for IYCF
SBCC activities.
4. The Approach
4.1 SBCC theoretical fundament
4.1.1 Innovations
All innovations described here have been introduced in order to operationalize the social norms and
diffusion of innovation approaches. Husbands, older women, health workers and TBAs are the main
influence on mothers regarding IYCF practices. The main barrier to proper implementation of IYCF
practices is their insistence on giving water to babies at birth and under the age of six months, and
giving them solid or semi-solid food before six months, in the belief that they need it or it will make
them stronger.

Their opinions and attitudes can change when they are shown healthy-looking babies who have
been exclusively breastfed and have received no water. At present, the communication work is done
mainly through group communication and one-on-one counselling. Traditional leaders and
community leaders are also being used to convince husbands and older women, but they also have
to be educated / informed first, and it is not clear whether they see IYCF as essential for saving
children's lives.
Therefore, in order to strengthen the communication at community level, there is a need for religious
leaders to know and better understand the issue at stake, and to become advocates of EBF on a larger
scale and at a higher level.
At community level, there is a need for a shift from education and information communication to
empowerment and ownership of this issue in order to save their children and proudly show how
beautiful and healthy they have become.
Media and New Information Technology Communication (NITC) must be used more systematically
to showcase beautiful and healthy-looking, exclusively breastfed babies as well as testimonies of
women, husbands, and leaders who tell their stories about having managed to overcome all
resistance in order to implement IYCF practices for themselves.
Therefore, this strategy introduces a clear focus on religious leaders with a high level stakeholder
dialogue, on community-owned IYCF communication with the introduction of IYCF community
communication (2C) action plans (including baby-friendly community competition), and the more
systematic use of interactive media and NTIC for IYCF.
Conduct of a high-level stakeholder dialogue with relevant religious leaders:
In Nigeria, religious leaders play a great role in everybody's lives. They are crucial in helping because
these leaders have influence on the main secondary participants of IYCF, especially mothers-in-law,
fathers and traditional birth attendants. Religious leaders have positive attitudes about IYCF
practices, especially regarding breastfeeding. Religious texts are also positive about breastfeeding.
Until now, with regard to IYCF practices, we have tapped into religious leadership mainly at the
community level in Nigeria, as we have to seek to mobilize them and engage them to engage in
community dialogues and to promote exclusive breastfeeding and IYCF practices in their regular
religious rituals and discussion groups. While it is easy to convince religious leaders about the
importance of continuing breastfeeding until two years of age, we have no evidence as yet on their
position regarding exclusive breastfeeding without water for the first six months of life. Water is
considered a life-saving, even a life-giving element in the belief systems and social norms in Nigeria.
A strong, nationwide engagement of federal and state level faith-based organizations for exclusive
breastfeeding without water for the first six months of life could greatly enhance and amplify the
promotion of IYCF practices at community level. However, before engaging religious leaders in the
promotion of exclusive breastfeeding without water at national level, we need to ensure they feel
positive about it.
In this regard, the FMOH will elaborate a concept at the macro level. It will describe how and which
religious organizations to approach, starting with those that are already convinced of the importance
of exclusive breastfeeding. The choice will also depend on the area in which this approach will first be
12

tested. Ideally, we should start at state level at the minimum to have a greater impact. Other criteria
will be developed, such as the influence of the organization and the importance of its communication
channels. The concept will then describe how to proceed with the dialogue. The dialogue could also
include Nigerian medical scientists or any other stakeholders who could help the dialogue to
progress. The concept will also describe the kind of product that should result from this process. The
products should at least include sermons and preaches, as well as a communication approach and
training for religious leaders by faith-based organizations.
Development of IYCF Community Communication Action Plans (IYCF 2C Action Plans):
In order to engage community participants in a dialogue about IYCF, a community-based approach
to communication will be introduced. This will enable the community leaders and community-based
organizations to examine the nutritional status of their communities, followed by IYCF practices in
their communities and then see how they could improve these practices by drawing up a
communication action plan. To moderate this process, partner NGOs and community-based
organizations will be trained on the community-based approach at the meso level. They will gather
data on the nutritional status of pilot communities in pilot wards, and provide an analysis of the
practices, attitudes, beliefs and social norms of micro-level participants. The results will be presented
as part of a community dialogue, at which time they will be validated and the community will draft a
community action plan that they will implement and monitor itself. Influential members of the
secondary groups, especially grandmothers, husbands and TBAs will be included, and are meant to
play a pivotal role.
In this regard, the community information boards that already carry information about the health
status in the community can include IYCF targets. Communication channels will include locally
available channels such as town announcers, singing and dancing groups, and local theatre groups.
In order to increase the incentive for communities to participate in this approach, the baby-friendly
community initiative (BFCI) will be re-launched by IYCF promotion at ward and LGA level in a
competition format to be defined as a concept and part of an activity in the operational plan of this
strategy. The baby-friendly initiative has mainly been used at health facility level, and there is even a
national objective to have all health facilities BFHI certified by 2015. As the evidence shows, the most
vulnerable IYCF groups do not attend ANC or do not deliver their babies at health facilities. Thus, it is
important (1) to locate this initiative at the community level and (2) that the promoters of this
initiative consist of local leadership, preferably the traditional and state leadership outside of the
health system. This will ensure community ownership and the engagement of local leaders in
concrete actions. The other advantage of implementing BFCI is that it will create pockets (families
and communities) of “healthy-looking” children in different areas, and these communities can act as
models and promoters of the IYCF community (social) approach. Having healthy-looking babies and
implementing IYCF practices will become the norm. The IYCF Taskforce at national level will develop
criteria for BFCI. Those criteria should include the fact that all TBAs of the community be trained on
IYCF (especially early initiation of breastfeeding and exclusive breastfeeding), either directly as CVs or
through peer education from those who have been trained. It should also include collective
initiatives in order to improve IYCF practices, like the existence of a IYCF action plan, IYCF songs sung
at different gatherings, systematic IYCF home visits, the promotion of specific feeding recipes for
babies 6-24 months, etc. The BFCI will be driven by local authorities such as the traditional, religious
and official authorities at the highest level of the LGAs. The prize will be handed over in ceremonies
13

14
that have representatives of these three types of authorities to make it a truly nationally owned
process.
Rewards will be more of a social recognition nature, as the best reward will naturally come from
better looking and fewer ill children. Media will cover the rewards ceremonies and will tell the stories
of the winning communities. The material prize will come from the private sector as sponsors of the
BFCI. Those private companies will have to be chosen according to strict criteria. The prize handed
over should not contain certain categories of food like breastmilk substitutes. Ideally, the prize
should relate to IYCF practices (canned food, readymade soya flower, seeds and plants for home
gardening, small animal husbandry, books, videos on IYCF, televisions, videos records, generators for
community video viewing, etc.).
Use of participatory media to empower communities tackling IYCF issues:
Nigeria has a vibrant media culture, be it traditional via dancing, singing and theatre for development
(TFD) groups, or modern, as it has the second-biggest cinema industry in the world. Furthermore,
mobile phone and mobile Internet access is developing rapidly, and videos are being exchanged
from phone to phone through Bluetooth technology. There is also a window of opportunity for
community media through the initiation of community radios. All these opportunities should be
used more systematically to shift IYCF communication from an “educational” and “information-
transmission” format to a more interactive and solution-seeking format to assist micro-level
participants to find ways to overcome resistance to implementing IYCF practices. Testimonies from
model mothers, grandmothers, traditional birth attendants, or religious and traditional leaders
concerning how and why they have changed their opinions about IYCF are important and can be
broadcasted using these media. Stories of how they managed to overcome barriers, as well as how
they managed to mobilize a traditional or religious leader to convince their spouse(s) or in-laws, are
also important. Participatory scenario writing at community level and staging through radiophonic
or live theatre show are approaches well known in Nigeria and should be used to promote IYCF. The
product placement technique can also be used to promote IYCF practices in Nollywood films.
These products could be video or audio-recorded and made available in downloadable format or
exchanged between users. In this regard, CORPERS from the National Youth Service Corps could be
great change agents. They could use their own cell phones to take pictures or capture testimonies to
be disseminated via Facebook or U-Report, or they could just “carry” pictures, audio and video
testimonies and show them to people or send them to others' phones. This would enhance
community dialogue and will also allow women, who are not usually allowed to leave their home, to
watch them on TV or on friends' phones. Furthermore, the local production of media content would
allow for a better portrayal of the local reality, and show local challenges and solutions in local
languages. This would make the locally produced media more powerful than mere adaptation of
foreign-produced media content to Nigerian context.

5. Strategic axes and activities
5.1 Communication for behaviour change
IYCF communication is currently achieved mainly through educational sessions by health workers,
community volunteers, mother-to-mother discussion groups and home visit by community
volunteers. During group discussions and home visits, the main communication support used is the
national IYCF counselling cards and take-home brochures. Better knowledge of IYCF practices
among pregnant and lactating mothers is good, but it is not sufficient for them to change their
behaviour, especially for teenage mothers expecting their first children. Even if they are convinced
that they should breastfeed their babies exclusively until they are six months old and gradually
introduce diverse food from six months onward, but they do not have a supporting environment
around them, some will not be able to do it.
Their husbands, grandmothers/mothers-in-law, other family members and peers can actually help
them implement these practices. They should also be the focus of educational sessions. They will be
shown evidence and testimonies by their peers, and they will be shown how to support mothers to
implement the practices. They also need to support the women of reproductive ages, pregnant and
lactating mothers to attend mother-to-mother support groups' food cooking demonstrations, tend
a home garden or participate in a community garden, or to let the TBA or the CV come to their homes
to show them the 10 steps for better breastfeeding.
Husbands need to bring nutritious food home for the family especially children under the age of two
and they need to make sure that children are fed from different plate with adequate food appropriate
for their age. They also need to ensure that the mothers make out time to rest so as to be able to
breastfeed their babies (particularly in the case of twins or more) exclusively for the first six months
and to continue breastfeeding them until they are two years old. Husbands need to allow their wives
to have an income-generating activity that will help them take better care of their children.
Mothers, husbands, mothers-in-law and mothers of children and other caregivers of children under 2
years need to be able to recognize signs of sickness and malnutrition and handle them correctly,
including asking the CV, TBA or health worker for advice or taking the child to the health facility.
Mothers living with HIV need even greater support from their families and friends as they need to
carefully follow the instructions for feeding their babies adequately. Nevertheless, the reward of
having a healthy looking and beautiful baby, like every other mother, should be an incentive.
Testimonies of other mothers living with HIV and evidence (pictures and videos) showing their
children will also be an important support. Concretely, this translates into the following activities:
1. Pregnant, lactating mothers and mothers of under-two children
Ÿ Pregnant, lactating mothers and mothers of under-two children participate in
educational meetings on IYCF organized by mother-to-mother support groups
Ÿ Pregnant, lactating mothers and mothers of under-two children receive the CVs and
allow the CVs to show them how to practice IYCFs at home
Ÿ Pregnant, lactating mothers and mothers of under-two children attend food cooking
15

demonstrations
Ÿ Pregnant, lactating mothers and mothers of under-two children attend trainings on how
to tend home garden or to make small animal husbandry.
Ÿ Pregnant, lactating mothers and mothers of under-two children ask for support from
their friends, mothers-in-law, TBAs or health workers when they have difficulties
practising IYCF practices or feeding their children when they are sick.
Ÿ Pregnant, lactating mothers and mothers of under-two children who implement IYCF
practices share their success stories of the advantages of IYCF and IYCF best practices
with other women through home visit and group discussions.
2. Husbands (Fathers), mothers-in-law, family members and peers
Ÿ Husbands participate in educational meetings on IYCF practices initiated and facilitated
by community leaders and supported by the Cvs.
Ÿ Mothers-in-law participate in IYCF enlightenment activities on the needs and benefits of
IYCF practices conducted by women leader(s) and CVs during the women's group
meetings in the community.
Ÿ Other family members (sisters-in-law, sisters, brothers-in-law, etc.) and peers of mothers
participate in IYCF enlightenment activities on the needs and benefits of IYCF practices
through compound meetings facilitated by compound head (Father) and CVs;
Ÿ Other family members engage in one on one discussion with CVs during home visits and
peer to peer education approach discussing IYCF practices with other family members
with the view of getting their buy in.
3. Traditional Birth Attendants (TBA)
Ÿ TBAs work with mother-to-mother support groups and publicly promote IYCF practices
– talking about the benefits through testimonies and experience-sharing during group
meetings;
Ÿ TBAs participate in IYCF training sessions organized by CVs and other community
leaders.
Ÿ Model TBAs promote IYCF practices through public testimonies and experience-sharing
using community platforms like dialogue sessions, ceremonies and festivals.
5.2 Communication for Social Change and Social Mobilization
Process
IYCF practices need to become the norm at community level if they are to be implemented by
individuals and families. This means that there should be social mobilization regarding this issue at
community level to make sure that every single newborn and baby under two years old gets the right
food. Social networks in the community (as described in Section 5.2.2) should mobilize themselves to
achieve this goal. In the same way that some of them have organized themselves to transport
pregnant women to deliver in hospitals, they should also organize themselves to make sure that
every mother implements the correct IYCF practices.
In this regard, and as part of the implementation of the IYCF action plan (see next section), women's
groups, faith-based organizations, school clubs, and all other interested social organizations in the
16

community would organize communication activities regarding IYCF. These could be group
discussions, theatre presentations by schools or local theatre groups, shows during local festivals or
religious gatherings. Mothers or entire families could attend and be congratulated for having
participated. A network of men and women could volunteer to undertake systematic home visits to
households where newborns and children under two live to assist them with the practice. This IYCF
support network should consist of traditional birth attendants, elderly women and men and model
fathers and mothers who have practiced IYCF successfully and who can testify during home visits or
during group discussions. Community volunteers and CHEWS could also continue with home visits,
but they would not be alone and would work together with other volunteers. This would increase the
number of home visits and a greater number of people would be reached. CVs and CHEWS could
then concentrate on special cases, such as sick children, malnourished children taking medication,
mothers living with HIV, and so on. They could refer children to health facilities when necessary and
subsequently follow-up with home visits.
The IYCF support network would also help to ﬁnd solutions if any resistance is encountered. Men
could talk to men, or elderly women could talk to unconvinced mother-in-law or ask the religious or
traditional leader to help talk to her. This would be important for everybody in the village. The IYCF
support network would also focus on vulnerable groups, especially pregnant teenagers and mothers.
These activities would complement activities that are already taking place during the MNCH weeks,
World Breastfeeding Week, Safe Motherhood Day and Immunization plus Days. These occasions
would be occurrences for the communities and the social networks to show what they have done and
celebrate their achievements. These activities usually attract a lot of attention to the network, but
their daily work would be required to maintain the momentum for achieving long-term results.
1. Mother-to-mother groups and other CBOs
Ÿ Mother-to-mother support groups conduct community educational sessions on IYCF
practices with young mothers, fathers, mothers-in-law, and other community members
using model mothers and fathers, etc.
Ÿ Mother-to-mother support groups conduct food demonstration to enlighten and stir up
mothers, especially young mothers and those in special circumstances on adequate
complementary feeding. Mothers will be engaged on how to combine available and easy
to prepare food groups in the community to ensure the child/children get adequate
complementary food.
Ÿ Mother-to-mother support groups and CBOs support and conduct IYCF-related
community theatre (dance and drama), singing and dancing performances during
naming, wedding ceremonies and community gatherings.
2. Traditional birth attendants
Ÿ TBAs conduct systematic house-to-house visits to engage mothers and enlighten them
on the need to practice Early IBF, EBF and CF.
Ÿ TBAs participate in community-led IYCF promotion processes (community meetings,
ceremonies and festivals) and give strong public support for IYCF practices and
behaviour by mothers, including those in special circumstances.
Ÿ Model TBAs are recommended to fathers, mothers, mothers-in-law and other family
members by traditional leaders to provide counselling and guidance on IYCF practices –
EIB, EBF and CF.
17

3. Community Volunteers (Cvs)
Ÿ CVs work with mothers-in-law, fathers, TBAs and traditional leaders who promote IYCF
practices in order to identify and engage mothers, husbands and other family members
in the community who do not believe in IYCF practices on the need to adopt the
practices (EIB, EBF and CP) through one-on-one meetings, compound meetings, group
meetings (age group, women's group, men's group, etc.).
Ÿ CVs contribute specifically to the implementation of IYCF-related activities in special
circumstances, reference / follow-up of malnutrition cases, sick children, mothers living
with HIV/AIDS (by referring them to mother-to-mother support groups for mothers
living with HIV AIDS).
Ÿ CVs work with traditional and religious leaders to identify models and work with them to
promote IYCF practices in the community through public testimonies during meetings
and mentorship program.
Ÿ CVs engage/discuss with traditional rulers (or institution) on the need to address
negative cultural practices and traditions impeding the adoption of IYCF practices by
mothers in the community (using locally generated evidences on how these
cultural/traditional practices affects IYCF practices in the community).
Ÿ CVs follow up on referral of mothers in special circumstances with health workers,
mother-to-mother support groups and other CBOs for feedback and updates.
Ÿ CVs work with traditional media groups – community based theatre groups and story
tellers to promote IYCF practices by developing community-participatory scripts for
plays and stories
4. Religious leaders
Ÿ Religious leaders develop IYCF message notes with CVs, LGA Nutrition Officers, (LNOs),
and IYCF Focal Persons, in order to know and understand the key IYCF promoted
behaviours and audiences to address during religious gatherings.
Ÿ Religious leaders preach about the advantages of practicing IYCF based on arguments
taken from their holy scriptures during weekly ceremonies in their religious institutions.
Ÿ Religious leaders actively promote IYCF practices through preaching/sermon during
religious gatherings and other social events like, naming ceremonies. They also use
video, pictures and audio testimonies to promote IYCF.
Ÿ Religious leaders discuss issues of IYCF practices - especially EIB and EBF (with emphasis
on not giving water) at various religious leaders' gatherings or fora in order to ensure
that they all speak with one voice.
Ÿ Religious leaders work with IYCF SBCC teams to facilitate IYCF communication
campaigns in the community – working together to use and strengthen existing
engagement platforms (preaching during religious meeting, naming and wedding
ceremonies, community dialogues and meetings, etc.) to promote IYCF practices in the
community.
5. Traditional leaders
Ÿ Traditional leaders call for and facilitate dialogue sessions with various community
groups (Fathers, mothers-in-law, TBAs, etc.) on the benefits and adoption of IYCF
practices and the need to give support (provision of food, money, materials and other
forms of encouragement) to mother for them to carry out the practice.
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Ÿ Traditional leaders, at their various council meetings discuss and address issues
(negative cultural and traditional practices – giving of herbs, water, and other non-
breast milk fluids to newborn,) militating against the adoption of promoted IYCF
practices by mothers, with the view to drumming up support for the abandonment of
such negative practices in the communities.
Ÿ Traditional leaders work with CVs and CBOs to address negative cultural practices that
are barriers to IYCF practices in the community, through community dialogue sessions,
meetings with various community base groups, TBAs and public pronouncements
during ceremonies and festivals.
Ÿ Traditional leaders meet and brainstorm with CVs, health workers, CBOs and TBAs on
establishing community welfare schemes to facilitate the adoption of IYCF practices by
mothers in special circumstances.
Ÿ Traditional leaders engage community theatre groups and story tellers to generate and
develop IYCF relevant plays and stories with the help of CVs, LNOs, mother-to-mother
groups, etc. to promote IYCF practices in the community
6. Community (opinion) leaders
Ÿ Opinion leaders participates in meetings on IYCF practices;
Ÿ Opinion leaders actively support and promote IYCF practices during ceremonies
(naming), festivals (new yam), and health programs in the community by making public
statements in support of IYCF, showcasing own child/children who benefited from IYCF
practices, testimonies from wives, etc.
Ÿ Community leaders support and work with models in the community to promote IYCF
practices by giving them the opportunities to give testimonies during ceremonies and
festivals and to mentor other mothers, fathers, mothers-in-law
Ÿ Community leaders, especially ward development committees and social mobilization
committees inform and engage their members about IYCF and make sure that they
inform and engage their own member through their regular meetings.
7. Health workers actively promote IYCF practices at health care facilities
Ÿ Health workers actively promote early initiation of breastfeeding, EBF, and
complementary feeding during meetings (health talks during ANC, one-on-one
counselling during pre and post-natal visits) with pregnant and nursing mothers at the
health facility, while taking special care to encourage mothers in special circumstances.
Ÿ Health workers participate in group meetings (mothers support group, food
demonstration exercises) to promote IYCF practices. They have discussions with
mothers on how and benefits of IYCF practices, and encourage those having personal
challenges on sustaining the practice (mothers who feel that IYCF practices are not
convenient, do not get required support from spouse or family members, especially
with regards to handling house chores, etc.).
8. Media
Ÿ Media – Television, radio, print and news agency personnel at community, LGA and State
level participate in round-table discussions organized LGAs and State IYCF SBCC teams
for increased media visibility for IYCF activities.
19

Ÿ Media run campaigns about IYCF practices using jingles, public service announcements,
talk shows, music videos and the like with the participation of health workers and
religious and/or traditional leaders and other community representatives and IYCF
models.
Ÿ Media conducts weekly phone-in programs on recommended IYCF practices on
television and radio.
Ÿ Cinema and video practitioners collaborates with community, LGA and State IYCF
officers to develop short video skits, films and other products to promote IYCF practices
9. Cable networks and mobile cellular phone providers promote IYCF practices
Ÿ Cable network providers work with IYCF SBCC Officers to develop IYCF media toolkit to
help in the dissemination of IYCF information to the public via promotional items and
films.
10. Traditional media
Ÿ Traditional media groups (community theatre and dance groups) work with CVs,
mother-to-mother groups and other CBOs to develop local scripts to promote IYCF
practices (demonstrating best practices and pointing out wrong/negative practices).
Ÿ Traditional media groups (community theatre and dance groups) work with traditional
leaders, CVs and CBOs to present drama, dance and stories highlighting IYCF practices
during community activities – ceremonies, festivals, IYCF campaign programs, etc.
11. IYCF SBCC Technical Working Groups
Ÿ The technical working group (TWG) is an entity or group brought together by a common
purpose and interest to work on IYCF SBCC specific activities and programmes. It
constitutes of members who work in the same field, expertise or profession and are all
guided by specific terms of reference (TORs). The TWG should have a structured
schedule of meetings (e.g. quarterly meetings) and allow for some ad hoc meetings
when necessary and also have clearly identified activities and roles and responsibilities.
The appointing authority for members of the TWG rests with the Nutrition Division at
the Federal or state ministry of health. The unit will constitute the secretariat and
appoints a focal point person who will be responsible for coordinating the activities of
the group.
Ÿ The objectives of the IYCF- SBCCTWG is to provide opportunities for the SBCC expert
network to contribute to review and validation of integrated communication
approaches on optimal infant and young child feeding in Nigeria. It shall focus
principally on key SBCC components that include Advocacy, Interpersonal
Communication, Community Mobilization, Mass Communication and Research. Key
commitment of the group is the dissemination and sharing knowledge regarding SBCC
best practices. Other functions include information and innovation sharing, technical
review and inputs on national and state SBCC programs, technical support and guidance
on SBCC interventions messages and material development on related to IYCF. At the
State level, there should also be IYCF SBCC working groups that will work closely with the
State Committee on Food and nutrition. There should be at least one full-time focal
person in each State, as well as at the national level, in charge of coordinating the
activities of the group.
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5.3 Community participation
For the effort to reach full coverage of IYCF practice implementation and to be sustainable, it would
be necessary to have systematic community involvement and planning led by community-based
decision makers to be implemented by the entire community. There is a great tradition of community
involvement, community-led project implementation and volunteer work in Nigeria. Traditional
leaders have a say in what takes place in the community, and have power and legitimacy.
In order for the communities to know exactly what encourages mothers and families to implement
IYCF practices, they should first make a situation assessment. In this regard, NGOs that will have been
trained at the meso level in community-based approaches and SBCC inter-personal communication
will accompany community volunteers when conducting this assessment. They will record the
current practices, the beliefs and norms behind these, the model families (mothers, husbands, TBAs,
and the elderly) and seek out vulnerable groups and barriers. The results will be presented during a
community meeting (or several meetings if necessary) chaired by the traditional leader with all
community leaders in attendance. Health workers and nutrition coordinators at ward and LGA level
should attend these meetings to better understand the IYCF challenges in their communities.
The community will then draw up a plan to attain IYCF compliance. It will identify initiatives that
communities and family can undertake to promote IYCF practices and use of IYCF related services,
the communication channels to be used, particularly to reach vulnerable groups. Community-based
organizations will engage in initiatives to promote IYCF as well as in communication activities. Model
families will be called to showcase their achievements and testify how they have managed them.
Theatres, town criers, festivals, religious festivals, traditional gatherings, and even private gatherings
such as naming or wedding ceremonies can be used to provide information and show how to
implement IYCF practices.
Community leaders should engage publicly and personally, and should encourage their
communities to achieve full IYCF implementation. They could offer the example of their own families,
and show what food they use and how they cook it for their children. They could also engage the
entire community by taking part in the baby-friendly community contest that would be organized at
ward level.²¹ They could also witness their personal experience on IYCF through mass and electronic
media, using radio, mobile phones and electronic social media. U-Reporters who are in the
community could also report on best practices, beliefs and social norms.
The IYCF 2C action plan would be implemented, monitored and evaluated by the community itself. It
would use the community's health-information board to monitor the improvement. Regular
meetings would take place to discuss progress and make adjustments, and achievements are to be
celebrated.
²¹This concept will be defined as part of an activity in the operational plan for this strategy.
21

It will also be important to document change through local media, be it through song, painting,
photo, stories, and so forth. The most significant change technique, which is a participatory
qualitative assessment tool, could be used for this purpose. Through this, communities could collect
individual stories about the most significant changes achieved in IYCF practices. The stories would
then be told to the community and the community would choose the most significant one, which
would become the story of change for the community.
Finally, yet importantly, in order to create incentive, communities will compete to win the baby-
friendly community prize (BFCI). [See section 7.2 on innovations for more information]. Concretely,
this translates into the following activities:
1. Community leaders (religious and traditional leaders, WD chairpersons, SocMob
Chairpersons, etc.)
Ÿ Community leaders galvanize community groups, organizations and institutions to
develop an IYCF 2C action plan. For this, they will establish an IYCF community core
group. The core group will comprise of representatives from CBOs, FBOs, Support
groups, WDC, Nutrition/IYCF focal person, CVs, etc. The traditional leaders will take the
leadership in the development of the IYCF 2C action plan. The CVs will play the role of
catalyser and facilitator. The IYCF 2C action plan will have clear guidelines, roles,
responsibilities and feedback mechanism (Traditional leaders identify participants in the
IYCF community core group, provide space and resources, give consent to developed
plan, monitor implementation, etc.]. The IYCF community core group will to monitor the
implementation of developed IYCF 2C action plan. The core group will comprise of
representatives from CBOs, FBOs, Support groups, WDC, Nutrition/IYCF focal person,
CVs, etc.
Ÿ Traditional, religious and opinion leaders make sure that the needs of mothers in special
or emergency circumstances are taken into consideration in the IYCF community
communication action plan; as well as set time for discussing reports and determining
necessary further actions.
Ÿ Religious leaders support community processes of addressing IYCF practices related
problem by ensuring that they and their members participate actively in the process –
religious leaders sensitize members on IYCF practices during service, engage
community models to share testimonies, etc.
Ÿ Traditional, religious and opinion leaders work with IYCF community core group to
monitor the IYCF community communication action plan by organizing periodic
meeting to assess progress: collate feedback from community members (mother
support groups, CBOs, etc.) following up on planned activities, review reports, identify
gaps and develop measure to address them.
Ÿ Traditional leaders work with IYCF community core group to address issues of resistance
IYCF practices by inviting and engaging mothers, fathers, and other family groups
opposed to IYCF practices with the view of securing compliance – using models, show
casing babies and/or applying penalties for non-compliance
Ÿ Traditional, religious and opinion leaders work with LGA nutrition Officer, IYCF Advisers
and IYCF core group to participate in baby friendly community contest to promote IYCF
practices by rewarding mothers and communities where IYCF practice has become a
norm (with evidences of healthy babies, most or all TBAs promoting IYCF practices, etc.).
22

For example, they issue public statements whereby every single newborn hast to be put
to breast immediately after birth, that every single child 0-6 months be exclusively
breastfed with no water and that every single child 6-24 months be given the
recommended age appropriate foods.
2. Traditional birth attendants
Ÿ TBAs identify model mothers with their children and work with them to encourage
mothers in support groups to practice IYCF promoted behaviour through testimonies
and show casing of healthy babes who beneﬁted from IYCF practices.
Ÿ TBAs actively participate in the development and implementation of IYCF 2C action
plans.
Ÿ Using the peer education approach, volunteer TBAs promoting IYCF practices engage
other TBAs who opposed the practice, in discussion on the need and beneﬁts of IYCF
practices to mothers, families and community at large, in order to get them to
appreciate and support IYCF practices
3. Community based organizations
Ÿ Community-based organizations participate actively in the conduct of IYCF community
assessment and development of IYCF community action plan; CBOs participate in IYCF
SBCC monitoring training and help strengthen the capacity of mother-to-mother
support groups to supervise IYCF practices among members.
Ÿ Community based organizations help organize mothers for interviews and discussions,
facilitate interviews and discussions where necessary, provide information; ensure
mothers participation in planned IYCF activities, help monitor compliance with IYCF
practices, etc.]
Ÿ CBOs establish and participate in periodic community coordination meetings to
compare notes on IYCF practices, activities and feedback from mothers and CVs;
support monitoring, documentation (of successes/best practices, gaps, etc.) and
information sharing on IYCF practices and activities in order to enhance IYCF service
delivery in the community.
Ÿ Social Mobilization committee actively participates in organizing and sensitizing
community stakeholders on the need to support mothers, including those in special
circumstances to practice IYCF promoted behaviour.
4. Community Volunteers (Cvs)
Ÿ CVs mobilize other CBOs to create an IYCF core group in the community under the
leadership of the traditional leader.
Ÿ CVs contribute to the assessment of the IYCF practices in their community with CBOs,
FBOs, Support groups, WDC, Nutrition/IYCF focal person.
Ÿ CVs catalyse the development of IYCF community action plan under the leadership of
the traditional ruler and with the assistance of the IYCF community core group and the
involvement of the whole community;
Ÿ CVs contribute actively to the implementation, monitoring and documentation phases
of the IYCF 2C action plan, together with the traditional and religious leaders, the
mother-to-mother support groups, other community-based organizations and the
23

TBAs. CVs work with the assistance of the IYCF community core group through direct
observation of planned activities and reports of various stakeholders
Ÿ CVs, with the assistance of the IYCF community core group report regularly (monthly) to
the traditional ruler and community health workers about progress and difficulties.
Ÿ CVs, with the assistance of the IYCF community core group implement the
communication activities as planned. They can include:
- Regular meetings with CBOs, women's group, young mothers, mothers in
special circumstances and other relevant groups in the community to discuss
and get feedback on IYCF practices in the community;
- Identification of model fathers, mothers, TBAs, grand-mothers, religious
leaders for them to share testimonies of IYCF practices.
Ÿ CVs work with traditional leaders and community groups to raise compliance on IYCF
practices through the establishment of reward/recognition system for mothers who
practiced recommended IYCF behaviour; and by showcasing such mothers during
community activities/ceremonies.
5. Health workers
Ÿ Health workers participate in discussions and dialogues on IYCF practices with mothers'
support groups; actively participate in community dialogue and meetings on IYCF
practices [to provide guidance and enlightenment, etc.]
Ÿ Health workers support IYCF community assessment and development of IYCF
community action plan by providing documents for desk review and interviewing
mothers; they engage mothers and liaise with CVs to get feedback on IYCF practices in
the community; Health workers supervise the conduct of food demonstrations at health
facilities and in the community as necessary
Ÿ Health workers support the documentation of case studies and success stories
regarding IYCF practices, including in special circumstances.
5.4 Capacity building
In terms of capacity building, the focus would be on SBCC interpersonal-communication (IPC)
training and community-based approaches (CBA), both SBCC-specific modules. Master trainers are
already available in Nigeria for both modules. They would help to improve individual and social
change communication, as well as community participation.
FMoH Nutrition Division and partners train NGOs, nutrition resource person (coordinators, focal
persons, health educators, etc.) at state and LGA level on IPC and CBA
Ÿ The training in IPC and CBA for these actors will enable them to facilitate participatory
processes at community level, as well as to liaise between the community and the service
provider. They will improve their understanding of the specific challenges of each community
and increase their understanding of their role in engaging communities as supporting agents.
Ÿ At national and state levels, members of partner NGOs and MDGs will be trained as trainers by
the master trainers who will train state and LGA level members of social mobilization
committees, nutrition coordinators and the media, as well as CVs and health workers. NGOs
24

will also give orientation training to community volunteers, media and community leaders at
State and LGA levels.
Partners at LGA level give health workers in health care facilities and CMAMs and media an
orientation training on IYCF IPC
Ÿ The training in IPC for health workers will contribute to improving their counselling and
support skills to achieve results, and not just to inform mothers. They will learn to listen to
mothers when they come to antenatal care and address their problems by offering support
through the IYCF support network at community level, and they will stay in contact via the
ward and village development committees.
Partners give community volunteers and community leaders an orientation training in CBA and IPC
Ÿ Community volunteers (CHEWs, CVs, and TBAs) and community leaders (traditional and
religious leaders, WD and SocMob Chairpersons) are to be trained in interpersonal
communication (IPC) and community-based approaches (CBA) to be able to perform their
educational and support work at the community level and to engage their community in the
IYCF 2C action plans. The training will be adapted to the need and the level of the participants.
Ÿ The training will be the starting point of the IYCF 2C action plan process. It will include
information on the baby-friendly community initiative and information on how to use other
new technology of information to document their stories.
Ÿ Partners will also conduct training for CVs, Health workers, CBOs, etc. on the use of
communication support for IYCF interventions. LGA and state SBCC teams encourage the
publication of testimonies in the form of audio, videos, pictures or written messages on social
media (Facebook, WhatsApp, UReport, etc.).
Media, cable networks, mobile cellular phone providers and traditional media practitioners receives
IYCF orientation
Ÿ The training in IYCF IPC for media (Television, radio, print and news agency personnel at
community, LGA and State level) will enable the media to address IYCF challenges in an
educational yet supportive way. It will also provide platform for role models at family and
community level.
Ÿ Cable network providers receive orientation on the need and benefits of IYCF practices to
babies, mothers, families and society at large. Cable network providers will then collaborate
with IYCF SBCC focal persons to conduct orientation meeting with other media actors (movie
industry, etc.) and galvanize them to produce IYCF related promotional and local movies and
music to promote IYCF practices in communities.
Ÿ Cable network providers will work with community leaders and networks to establish
community viewing centres to promote group viewing of IYCF and other communication
material.
Ÿ Mobile cellular phone service providers receive orientation on the need and benefits of IYCF
practices to babies, mothers, families and society at large. Mobile cellular phone service
providers send out SMS on IYCF recommended practices to create awareness and encourage
mother to practice promoted IYCF behaviour.
Ÿ Community theatre groups (dance and drama), Majigis, story tellers, etc. participate in
orientation training on IYCF practices organized by CVs, CBOs, LGA and state teams. This will
25

Nigeria National Social and behavior Change Strategy for infant and young child feeding 2016-2020

Nigeria National Social and behavior Change Strategy for infant and young child feeding 2016-2020

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