Project Background

Nearly half of Ugandan children under the age of 6 are physically under-developed, and the majority of these children suffer from a corresponding deficiency in their mental development that leaves them intellectually and socially compromised. Research indicates that unless the issues of mental and physical development are addressed and rectified before a child reaches the age of 6, that child will be stunted for the rest of his or her life with far-reaching economic and social consequences for the individual and the wider community in Uganda.

The Nutrition and Early Childhood Development Project was established as a multi-sectoral programme designed to improve the quality of life of 2.4 million of the worst affected children across 25 districts of the country. The project acknowledged the importance of supporting a multi-media campaign which would sensitise, inform, and persuade parents and care-givers about the issue of stunting and improved parenting practices.

Project Approach

The campaign used a multi-channel approach, with a combination of various communication channels mutually reinforcing each other. It was felt that this approach would work best to build synergy amongst the various interventions to strengthen the overall campaign. The approach encompassed:

• The production of a magazine-format radio series, including dramatic skits, which  created an awareness of, and built a knowledge-base for, the problem

• Training in the establishment of a rural, country-wide network of Radio Listening Clubs, consisting of primary and secondary target audience members, which  generated discussion around the issues raised and mobilised communities to do something about the problem

• The development, production, and training in the use of a Multi-Media Resource Kit for workshop use within communities, which reinforced the messages of the radio programmes and encouraged a new behaviour to solve the problem

An emphasis was placed on building local capacity amongst project partners, in order to ensure that the approach taken could be replicated in future communications campaigns without the input of external consultants.

This project was undertaken by Radio for Development