Communication Strategy - Example from Tanzania

In Tanzania, GAIN, UNICEF and the Tanzania Food and Nutrition Centre (TFNC) worked with Ogilvy, an advertising, marketing and public relations agency, to develop a communications strategy for an adaptable prototype “campaign in a box” focused on exclusive breastfeeding until six months and improved complementary feeding from six to 24 months. The primary audience were identified as mothers aged 17-30, with a secondary audience consisting of fathers under 35, grandparents and community leaders.

The COM-B model was used to identify the barriers that mothers might have to adopting optimal IYCF behaviours and to inform the communications approach for the campaign. The full communications strategy can be downloaded here.