The Social Marketing and Behavior Change Methods Center and IHD’s Private Sector Technical Working Group

are happy to present:

Selling Better Nutrition (with a beat)

In Tanzania, Abt’s Tuboreshe Chakula (Let’s Improve Food in Swahili) project has introduced a commercial solution to childhood malnutrition: Virutubishi, a micronutrient powder supplement for young children that provides 10 types of vitamins and five minerals, including Vitamin A, folic acid, iodine, iron and zinc. Though priced affordably for most,  uptake was lagging due to suspicions about its origins, side effects and its very market-based approach in a country filled with donor giveaways.

In February 2014, Abt’s Leah Quin helped the project team plan and carry out a three-week, multifaceted social marketing campaign in the project’s target regions that addressed questions and concerns from several audiences—parents, community leaders, health workers, schoolchildren and shopkeepers. The campaign used various approaches: technical presentations, Q&As, one-on-one surveys, taste tests, games, songs, theater and media appearances to directly reach over 12,000 people in both urban and rural areas. And it appears to have made an impression: Project surveys show widespread recognition of the Virutubishi logo and rising use of the supplement.

As senior communications manager for Abt’s International Economic Growth division since 2012, Leah Quin is rather obsessed with messaging, optics and audiences—yet this was her first foray into overt behavior change. Come hear how vigilant communications—listening and talking—is key to convincing anyone to do anything, even if it’s good for them.

Locations

Capitol  Room, Bethesda; Ramp Room 3, Cambridge; and Hatteras Room, Durham

Remotely:

https://www1.gotomeeting.com/join/732798833

Call in or use the speakers on your computer: 1-213 493-0619

Access code:  732-798-833

(reminder: all callers will be muted. Please type any questions in the GoToMeeting chat box)