Urban Strategy Supplement A. Adapted Strategy Matrix for Urban Audiences Desired Practice Actual Practice Findings from formative research: Messages Communication Channels from baseline barriers and facilitating factors survey All women will 16% took iron for Key messages from Mentor Regional TV Cost of IFA is a major barrier. take IFA at least 90 days module plus additional media Newspapers Prescriptions from medical centers supplements for talking points Social media sites are incomplete and erratically at least 180 days (accessed via computer and issued. during pregnancy Re-purpose mass media spot? mobile phones) No client follow-up and no Health Facilities counseling on side effects Tie in IFA reminder card and Neighborhood events Taste and side effects are lesser anemia poster barriers than cost Women do not know risks or effects of anemia Women will Women Key messages from women’s Regional TV Fruits and vegetables are seldom consume 5 or 42% Jumgal nutrition and HH dietary diversity Newspapers consumed in winter due to scarcity more of nine 73% Jalalabad modules Social media sites and price. food groups, (accessed via computer and Some locally available vegetables including Tie in the cookbook with media mobile phones) are under-utilized, including foods and orientation and talking points Health Facilities pumpkin and green leaves from foods to enhance Neighborhood events beets, radish, and turnips. iron absorption Tie in food pyramid flyer and Families and professionals have anemia poster little knowledge about nutrient content of different foods Infants will 32% practice Key messages from Mentor Regional TV Overall, women lack knowledge receive only exclusive module plus additional media Newspapers about exclusive breast feeding or breast milk from breastfeeding talking points Social media sites receive false information. birth to about six from 0-5.9 Re-purpose mass media spot? (accessed via computer and General belief that infants need months. months mobile phones) additional liquids and food because Tie in Moms’ brochure and EBF Health Facilities breast milk is not sufficient. Some poster (in facilities) Neighborhood events believe that infant formula is
Urban Strategy Supplement A. Adapted Strategy Matrix for Urban Audiences Desired Practice Actual Practice from baseline survey Findings from formative research: barriers and facilitating factors Messages Communication Channels All women will take IFA supplements for at least 180 days during pregnancy 16% took iron for at least 90 days Cost of IFA is a major barrier. Prescriptions from medical centers are incomplete and erratically issued. No client follow-up and no counseling on side effects Taste and side effects are lesser barriers than cost Women do not know risks or effects of anemia Key messages from Mentor module plus additional media talking points Re-purpose mass media spot? Tie in IFA reminder card and anemia poster Regional TV Newspapers Social media sites (accessed via computer and mobile phones) Health Facilities Neighborhood events Women will consume 5 or more of nine food groups, including foods and foods to enhance iron absorption Women 42% Jumgal 73% Jalalabad Fruits and vegetables are seldom consumed in winter due to scarcity and price. Some locally available vegetables are under-utilized, including pumpkin and green leaves from beets, radish, and turnips. Families and professionals have little knowledge about nutrient content of different foods Key messages from women’s nutrition and HH dietary diversity modules Tie in the cookbook with media orientation and talking points Tie in food pyramid flyer and anemia poster Regional TV Newspapers Social media sites (accessed via computer and mobile phones) Health Facilities Neighborhood events Infants will receive only breast milk from birth to about six months. 32% practice exclusive breastfeeding from 0-5.9 months Overall, women lack knowledge about exclusive breast feeding or receive false information. General belief that infants need additional liquids and food because breast milk is not sufficient. Some believe that infant formula is Key messages from Mentor module plus additional media talking points Re-purpose mass media spot? Tie in Moms’ brochure and EBF poster (in facilities) Regional TV Newspapers Social media sites (accessed via computer and mobile phones) Health Facilities Neighborhood events