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Describes Alive & Thrive’s use of advocacy and policy dialogue to educate and motivate policymakers and program managers; the distinctive features of the approach; and the results and lessons in 3 countries.

Describes Alive & Thrive’s use of counseling and community mobilization to personalize messages, demonstrate skills, and motivate; the distinctive features of the approach; and the results and lessons in 3 countries.

Journal supplement: Designing large-scale programs to improve infant and young child feeding in Asia and Africa: Methods and lessons of Alive & Thrive

Sets forth the evidence-based approach for program design to achieve scale and impact. Articles on advocacy, systems strengthening to support mothers, tailoring communication strategies, monitoring and evaluation, and lessons.

Download journal supplement here.

Describes Alive & Thrive’s strategic use of data to inform program design, shape advocacy messages, and improve program implementation and management; the distinctive features of the approach; and the results and lessons in 3 countries.

Lays out Alive & Thrive’s comprehensive approach for scale and impact through four components: advocacy, interpersonal communication and community mobilization, mass communication, and strategic use of data.

Describes Alive & Thrive’s use of available channels of mass communication to reach masses of people with persuasive, consistent messages; the distinctive features of the approach; and the results and lessons in 3 countries.

Are you a trainer or technical assistance (TA) provider who wants to share skills and methods for behavior change strategy? Alive & Thrive’s case study kits offer field examples that illustrate the principles of behavioral science and social marketing. Use the short how-to videos and samples of communication strategies, scripts for TV spots, materials, and adaptable research instruments.

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Use this kit to review steps and criteria for homing in on the specific behavior to promote. See how research with target audience members takes the guesswork out of identifying the key factors that drive the behavior.

Designed for trainers, technical assistance providers, and students of behavior change or social marketing, Alive & Thrive’s third case study kit offers guidance in how to go about making two critical decisions:

  • What behavior will you promote?
  • What key factors will you address to motivate people?

1. Choosing the behavior

We show you the three steps we used to determine the priority behaviors we would promote to
cut down infections as children are introduced to solid foods.

  • VIDEO: Choosing the behavior: handwashing
    •  We show you the three steps we used to determine the priority behaviors we would promote    to cut down infections as children are introduced to solid foods. 
  • HANDOUT: Read a summary of the steps we took to design the campaign
  • HANDOUT: What are trials of improved practices, or TIPs?

2. Choosing the key factors

See how trials of improved practices (TIPs) and household observations led us to identify 3 key factors that are “drivers” of handwashing for mothers with young children. 

  • VIDEO: Choosing key factors
    • See how trials of improved practices (TIPs) and household observations led us to identify 3 key factors that are “drivers” of handwashing for mothers with young children. 
  • SAMPLE: TIPs research instruments – Quantitative pre-assessment HH questionnaire
  • SAMPLE: TIPs research instruments - Quantitative post-assessment HH questionnaire
    • A&T Bangladesh adapted TIPs (trials of improved practices) methodologies to learn more about handwashing behaviors and the drivers of those behaviors. The trials focused on 4 practices:
      • Regular maintenance and use of handwashing stations
      • Handwashing with soap before food preparation and child feeding
      • Adequate quantity and frequency of feeding
      • Food diversity, including one animal‐source food daily
    • Quick-start your own TIPs research by building on the instruments we used. Both files include an English and Bangla version.
  • SAMPLE: Findings from our TIPs study

3. Campaign strategy and final materials

Use our case study kit to teach or learn about methods for behavior change. View A&T’s final TV spot on handwashing + child feeding. Read formative research findings. 

  • VIDEO: TV spot, extended version
    • This appealing TV spot for Bangladesh promotes proper handwashing related to child feeding. As you watch it, ask yourself, how do the words and images make handwashing at the right times seem: ConvenientNormal – that is, like something that everyone does?  Valuable?
    • Note too: While the ultimate behavior is handwashing, the spot’s “call to action” is for families to maintain a handwashing station near where the child is fed. Which of the “drivers” of the handwashing behavior does that interim action address?
  • SAMPLES: Click here for more on our campaign, including:
    • An advocacy brief
    • Final poster, job aid, and sticker
    • Slide presentations on formative research findings

Use our examples to bring to life the principles and processes you are teaching.

Video 1 shows the steps to determine the behavior you will promote:

  1. Assess existing data
  2. Using TIPs, test behavior against two criteria:
    • Impact on child health and growth
    • Feasible for families to do
  3. Choose the priority behavior

Video 2 shows how we used data to choose the key factors that drive this behavior for this audience. Three main drivers emerged:

  • Convenience
  • Social norms
  • Beliefs about risks and benefits

(We tested another possible driver – “disgust” of unwashed hands. But our study showed that did NOT drive the behavior for this audience.)

Video 3 is our final TV spot – and it crystalizes the campaign strategy:

  • Add convenience by putting a handwashing station nearby
  • Make it seem that handwashing before feeding the child is the social norm
  • Highlight the health benefits of handwashing

Our lesson? No need to leave it to chance: research and testing help identify the most powerful drivers of behavior.

Toolkit Banner: Dads

This case study kit explores how program planners can use data to design smart interventions that shape a father’s role in child health. The kit includes an introductory video, a literature review, and materials used in two countries.

1. Watch quick intro video

  • VIDEO: Dads can do that! Strategies to involve fathers in child feeding
    • This short video on behavior change introduces several strategies Alive & Thrive recommends for helping fathers take actions for their children’s health and development. See how fathers in Ethiopia go against tradition when they try their hand at cooking an enriched porridge. Learn how game-show style competition gives Vietnamese dads practice speaking up for breastfeeding.

2. Read the innovation brief and literature review

  • INNOVATION BRIEF: Alive & Thrive introduces 6 strategies to consider as you design programs to engage fathers
  • LITERATURE REVIEW: Alive & Thrive explores academic literature on fathers’ involvement in child feeding

3. Review examples from two countries

We put at your fingertips a collection of activities and materials from 2 programs that reach fathers. Tailor them for your own setting.

  • ETHIOPIA: How community mobilization, combined with mass media aimed at male farmers, encouraged fathers to get involved in their child’s nutrition.
  • VIET NAM: How emotion, modeling and competition make breastfeeding support something dads can do!

Describes approach piloted by several organizations in Ethiopia to raise awareness and seek family and community commitment to promote and adopt recommended feeding practices.