(2009 to mid-2014)
The Alive & Thrive initiative was launched in December 2008 to establish proof of concept that innovative approaches to improving infant and young child feeding (IYCF) practices could be designed and delivered with impact and at scale, with rigorous documentation and learning. Alive & Thrive applied a common approach to scale while developing delivery models tailored to the Bangladesh, Ethiopia, and Viet Nam contexts. This approach involved four components: advocacy, interpersonal communication and community mobilization, mass communication, and strategic use of data.
(2014 – 2017)
Documented results from phase 1 led to additional funding to facilitate and accelerate uptake of proven approaches and tools to improve infant and young child feeding. This is being done in several ways.