Mass communication, delivered intensively, is a critical component for reaching scale and impact. High quality, appealing, and memorable TV and radio spots and materials remind mothers and family members, frontline workers, and a wide range of health providers of priority and age-appropriate messages. They can help create new social norms by saturating the environment with images and stories of desirable infant feeding practices. Mass communication campaigns can lend credibility to frontline workers’ messages, making mothers more open to their support, and can help frontline workers remain true to the program’s priority messages.
Alive & Thrive used various types of mass communication, including: