Love, Laughter and Leafy Green Vegetables: Communicating about Gender Roles and Iron Rich Foods for Improved Maternal and Child Nutrition through Social and Behavior Communication Strategies for Health and Agriculture Programs in Tanzania and Ethiopia

Abstract

Objectives: Our objective is to increase intake of intake of iron-rich foods (IRFs) among women of reproductive age and children under five, and enhance pro-nutrition gender roles, through evidence-based social and behavior change communication (SBCC) materials and interventions in Feed The Future programs in Ethiopia and Tanzania. Methods: We developed behavioral profiles for pregnant and lactating women and their husbands using formative research and the evidence base. Creative concept testing, audience motivation testing and pretesting helped focus the tone, design, and positioning of messages and materials for these audiences. All SBCC materials underwent technical reviews by Tanzanian and Ethiopian experts in nutrition, health, agriculture and communications. Results: The creative design process established that love, humor and happiness are effective themes for promoting small doable behaviors and enhanced gender roles contributing to increased iron intake by women and children. SBCC materials include love songs promoting specific actions for husbands to help improve the diets of their pregnant/lactating wives and children, peer group sessions where men and women practice discussing and deciding together about raising or buying animal source foods for family consumption, maternal nutrition and complementary feeding menu planning games with playing cards showing iron-rich foods and IFA supplements, interactive agriculture-nutrition radio programs, and a cell phone call-in service with pre-recorded nutrition reminders for agriculture and health extension workers. Conclusions: Notwithstanding critical influences on iron intake at higher levels of systems and structures, SBCC can help programs increase women and children's access to and consumption of iron-rich foods by promoting family actions that are not only "doable" but also through appropriate and enjoyable interventions