Diversifying the media mix to support social and behavior change communication for improved maternal and child nutrition in Tanzania

Maternal anaemia and childhood stunting are major nutritional problems in Tanzania despite various efforts by the government and its partners. Fifty-three percent of pregnant women are anaemic while 42% of children under five are stunted (TDHS 2010). The majority of nutrition communication materials in Tanzania are in print format. Our objective was to diversify the types of media available to improve the impact of nutrition communication among low-literacy audiences. Nutrition, agriculture and SBCC experts worked with a creative agency to develop print, audio, audio-visual and digital materials. The materials were tailored for CHWs, agriculture extension workers, and families of children in their first 1000 days of life. Materials were designed for use during peer support group meetings, farmer field school trainings, one-on-one sessions, and farm or household visits. All materials promote behaviours, more equal gender norms, and social support contributing to reduced maternal anaemia and childhood stunting, and improved diet diversity. The materials target approximately 25,000 members of men's and women's peer support groups, 700 CHWs, and 3000 extension workers and farmers. Results are anticipated to include increased timely uptake of ANC services, increased demand for iron folic acid, improved IYCF practices, and increased number of households adopting recommended agriculture-nutrition actions to increase women's and children's access to diverse, quality foods. An impact evaluation in July 2013 will confirm results.A strategic combination of media facilitating interpersonal communication improves the quality and the impact of nutrition communication. Diversifying the media mix is especially important in low literacy communities.