This document outlines Alive & Thrive's process for developing large-scale nutrition strategies through social and behavior change. It discusses: - Recent results showing rapid, large-scale improvements in behaviors like exclusive breastfeeding and complementary feeding. - An 8-step implementation framework for scaling behavior change, including identifying priority behaviors, influential groups, and a mix of activities. - Criteria for selecting priority behaviors like impact and feasibility. - The importance of developing program materials and contents that align with the strategic decisions around priority behaviors, drivers of change, and influential groups. - Tools like creative briefs and content checklists to help translate the strategy into effective programs and ensure alignment.

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Washington, DC | April 2017
A process for crafting, implementing, and
refining a nutrition strategy
through social and behavior change

3. Recent results:
Rapid, large-scale
behavior change
is possible

4. MULTI-SECTORAL NUTRITION STRATEGY | GLOBAL LEARNING AND EVIDENCE EXCHANGE | ASIA REGIONAL MEETING
Rapid large-scale change in
exclusive breastfeeding is possible

5. Percentconsumingfrom4ormorefoodgroups
*A&T intensive areas only
Rapid large-scale change in
complementary feeding (dietary diversity)

6. Improvements in
maternal nutrition
6

8. Alive & Thrive
Implementation framework for
scaling up behavior change
8

9. Evidence-based process for
social and behavior change
9
Johns Hopkins University, Center for
Communication Programs USAID, C-Change

11. Alive & Thrive
Key decisions in designing a
nutrition strategy
• Priority behaviors and key small doable
actions
• Priority drivers of behavior
• Influential groups and their actions
• Mix of activities
11

13. Criteria for selecting priority behaviors
& key small doable actions
13
IMPACT
FEASIBILITY
If every woman did
this, it would have a
high impact on
health
+
There is room to
improve (currently
few women do it)
How “easy” women
perceive it to be
HIGH
LOW
EASYHARD

15. The greater the number of activities
that reach a mother, the more likely
she is to adopt the behavior
15
Percenteggconsumption
Number of A&T activities
Ethiopia
Find 5- 7 ways to
reach mothers

16. Step 7. Adapt or
create and test
program contents and
materials, revise until
they work
16

17. Don’t falter at this step!
17
Some trip up by:
• Skipping the
first 5 steps
• Forgetting to
apply the
strategic
decisions in
first 5 steps

18.  Priority behaviors and key small doable actions
 Priority drivers of behavior
 Influential groups and their actions
 Mix of activities
18
Translate your strategic decisions to
program contents and materials

19. The materials or activities designed
for women should…
19
Content or
material
for
WOMEN
Focus on
identified
priority
behaviors and
small doable
actions
woman will
adopt
Use drivers
that help her
adopt
behavior:
Knowledge
Fun
Easy
Popular
Can she access
it or use it ?
Does she
understand it?
Does she find it
appealing?
Does it
motivate her to
adopt
behavior?
The materials
and activities
for WOMEN
must be
aligned with
the strategy

20. The materials or activities designed
for influencers should…
20
Content or
material for
INFLUENTIAL
GROUP
Focus on
identified
priority
behaviors and
small doable
actions
woman will
adopt
State a specific
action THIS
GROUP can take
to help woman
adopt behavior
Can THIS GROUP
access it or use
it ?
Do they
understand it?
Do they find it
appealing?
Does it motivate
them to take
action?
The materials
and activities
for
INFLUENCERS
must be aligned
with the
strategy

21. Creative Brief: Helps ensure program
content and materials align with strategy
Outline
I. Background
II. Target audience
III. Behaviors and small doable actions
IV. Drivers of the behavior
V. Communication objectives
VI. Creative considerations
VII.Considerations for dissemination of
implementation
21

23. Content checklist: Helps ensure
content and materials reflect strategy
23

24. STAY CONNECTED WITH ALIVE & THRIVE
@aliveandthrive
www.facebook.com/fhi360.aliveandthrive
www.lessguess.wordpress.com
www.youtube.com/aliveandthrive
www.aliveandthrive.org