Strategic Design of Mass Media to Promote Breastfeeding
Alive & Thrive is an initiative in Viet Nam aimed at improving infant and young child feeding by increasing rates of exclusive breastfeeding and improving complementary feeding practices.
This document outlines the 6 steps used to design A&T’s “talking babies” mass media campaign in Viet Nam, discusses the behavioral theory and research behind the strategy, and presents the results.
More Alive & Thrive Viet Nam resources
- Social and Behavior Communication Change (SBCC) Implementation Kit to Support Faith-Based Organization Breastfeeding Interventions
- SBCC for Malaria in Pregnancy: Strategy Development Guidance
- Accelerator Behaviors
- Manual on Social Norms and Change
- Toolkit for Engaging Midwives in the Global Campaign to End FGM