Stunted growth, also known as
stunting and nutritional stunting, is a reduced growth rate in human
development. It is a primary manifestation of malnutrition (or more precisely
undernutrition) and recurrent infections, such as diarrhea and helminthiasis, in
early childhood and even before birth, due to malnutrition during fetal
development brought on by a malnourished mother. One in four children under 5
years of age in the developing world are stunted (chronically malnourished).
Reducing stunting can be a challenge, especially in populous countries where
families are dispersed, as is the case in Indonesia.
This paper described how one
government project (Indonesia’s National Nutrition Communication Campaign
[NNCC]) delivered effective behavior change communications interventions that
reached 40 million people. This paper focused on four challenges that nutrition
campaigns often face: engaging stakeholders, engaging journalists, adapting
messages, and utilizing media and described specific efforts and lessons
learned within the NNCC context and provide key recommendations for future
programs.
The useful lessons included
the following: 1) Fully engaging stakeholders at all levels in campaign design
and implementation ensured broad-based support for stunting reduction efforts;
2) Pro-actively involving journalists in nutrition campaigns improved public
opinion about stunting and positively influenced decision-making in policy
formulation; 3) Use of humorous public service announcements with limited
technical information was effective in engaging priority populations; and 4)
Social media (YouTube ads, web advertorials, Facebook pages, Twitter, Instagram)
extended the campaign’s reach and reinforced messaging from other sources.
In short, NNCC’s experience designing
and implementing a media campaign, combined with insights from other campaigns,
can guide the development of similar media interventions. And on-going process
evaluations are needed to identify bottlenecks in the implementation of
large-scale media campaigns and operations research should be used to test
solutions to those bottlenecks. Governments and other implementing
organizations should consider rigorously executed randomized intervention
trials and other study designs to assess the impact of various campaign
components on community knowledge, attitudes, and practices related to
nutrition.
Article
by Cougar Hall, et al, from USA, Indonesia and Tanzania.
Full
access: http://t.cn/EbVPTDz
Image by bitterbutter2000, from
Flickr-cc.
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