Two multi-media Nutrition SBCC Kits promote nutrition behaviors through 5 Household Actions for Diet Diversity (for Smallholder Farmers and their families), and the first 1000 Days (for Parents of Children under 2 years). This power point summarizes the maternal anemia and childhood stunting situation in Tanzania, and presents creative concepts and SBCC materials developed to address the situation at family and community levels. The media include low-literacy print materials, audio materials,cell phone videos, and skills-building game, and gender role plays to enhance family dialogue and intra-household support to improve maternal eating and child feeding practices.

2. 2 “Multi-Media” Nutrition SBCC Kits…
• Strategic blend of different media formats
– Print with written information kept to a minimum
– Audio and Audio-visual media
– Complementarity and cross-references
• Designed to promote dialogue, build skills, improve
nutrition behaviors
– Games, role plays and other group activities
– Take-homes to share and discuss with family members
– “Grab and hold” people’s emotions and interest
– Emphasis on “do-able” nutrition behaviors and gender roles
• Pretested with target audiences
– Tailored for comprehension, appeal, appropriateness, user-
friendliness and likelihood to change behavior

3. Maternal Anemia (2010 TDHS):
• 53% of pregnant women, 40% of women of reproductive age
• Anemia has no association with wealth or education level
• 35% of pregnant women consume animal source foods
• Only 4% of pregnant women take 90+ days of IFA
Stunting (2010 TDHS):
• 42% of children <5 years (indicative of chronic under-nutrition)
• Not always aligned with food insecurity:
– high maize and rice producing areas also have high
stunting rates
• 30% of children in any age group are receiving
minimal acceptable diets
• Only 10% of families have home gardens
Maternal Anemia and Stunting in Tanzania

4. Selected Findings from the 2012
Tanzania SBCC Landscape Analysis
• Virtually all existing nutrition materials (2012)
are print, and require moderate-to-high levels of
literacy
• Few nutrition materials address behavioural
barriers and motivators
• Most nutrition materials are instruction-based,
attractive but little emotional appeal
• None target men as primary audiences
• Almost no maternal anaemia materials at all:
only 1 poster and 1 leaflet
• Little use of cultural resources (e.g. music,
dance, drama) for nutrition communication

5. • Adult population: 24 million
• Cell phone subscriptions: 26 million
• Cell phone technologies are virtually
untapped as communication resources for
nutrition
• Only one nutrition campaign to date has
used cell phone technologies to promote
behaviors:
– August 2012 Maziwa Campaign, TFNC/MBNP
5

6. Siku 1000 Parents’ Kit Objectives
Reduce Maternal Anemia and Childhood Stunting
• Build nutrition knowledge and related skills
• Improve nutrition behaviours
• Enhance gender roles
• Strengthen social support
• Increase demand for, access to,
and referrals to nutrition services
and related health services

7. SBCC Mini-Quiz!
What is a Creative Concept and how can it
help nutrition communication?
Answers: ……………………………………………………………………..
A. A good creative concept helps us to communicate about nutrition
in a way that is easy to understand and makes sense to our target
audiences
B. A good creative concept helps “redefine” nutrition in a way that
grabs and holds the interest and emotions of our target audiences
C. A good creative concept is tested with target audiences before it is
used in nutrition messages and materials for social and behavior
change communication

8. Siku 1000 Kit Concept 1: BUILDING BLOCKS
Child Growth & Development over first 1000 Days

9. Siku 1000 Kit Concept 2: SUNFLOWER
Child Growth and Nutrition through 4 stages
over the first 1000 Days

10. Four Stages of Child Nutrition over First 1000 Days
• SEED: conception to birth
• SPROUT: birth to 6 months
• BUD: 6-12 months
• FLOWER: 12-24 months

11. Creative Concept Testing
• Two creative concepts,
“SUNFLOWER” and
“BUILDING BLOCKS”, were
tested with mothers and
fathers of infants and young
children in focus groups.
• “SUNFLOWER” was
preferred!
• Respondents liked the visual
and said the concept was easy
to understand, attractive and
appropriate.

12. Siku 1000 Overview Materials
• Audio-Recorded VF
Overview Meeting with
Script Booklet
• Couple Testimonies
• Siku 1000 Theme Song
• Siku 1000 Take-Home
Sticker
• Siku 1000 Take-Home Flip-
Picture Booklet
• Siku 1000 Teaser Cell
Phone Video Clip
• Discuss & Decide Together
Role Play Cards

13. SEED
Ideal Nutrition “We” Behaviors
1. We help Mama do an ANC visit as soon as she knows
she is pregnant; at least 4 ANC visits in all for Mama
2. We help Mama ask for IFA along with SP, Deworming,
and other Safe Motherhood products
3. We remind Mama to take IFA each night before going
to sleep, with some fruit or another small snack
4. We help Mama avoid tea, coffee, starch at bedtime
5. We raise or buy rabbits, chickens, fish, eggs for
Mama’s diet as often as we can
6. We help Mama rest & reduce her workload
7. We discuss and decide together about increasing
quantity and diversity of nutritious foods for Mama
and our SEED

14. Seed Materials
• Audio-Recorded VF Seed Meetings
with Script Booklets
• Personal Testimonies for IFA and
Maternal Diet
• Take-Home Seed Sticker
• Seed Parents’ Self-Intro Card
• IFA Reminder Calendar
• Couples’ D&DT Love Song
• Links to Wazazi Nipendeni
Campaign:
– Birth Planning Leaflet
– Register for SMS messages at 15001
– Reformatted TV spots for Cell Phone
– Additional materials

15. SPROUT
Ideal Nutrition “We” Behaviors
1. We give SPROUT the first yellow milk (colostrum)
2. Breast milk only for our darling SPROUT; no
water or other foods from birth to 6 months
3. We help Mama SPROUT have more time to rest,
eat, and breastfeed
4. Mama continues to take IFA every evening for 3
months after SPROUT’s birth
5. We Discuss & Decide Together about nutrition
for Mama and our SPROUT

16. Sprout Materials
• Audio-Recorded VF Sprout
Meetings with Script
Booklets
• Breastfeeding Lullaby Song
• Personal Testimonies for
EBF
• Take-Home Sprout Sticker
• Happy Family Cell Phone
Videos
• Sprout Parent Support
Group Member Self-Intro
Card

17. BUD
Ideal Nutrition “We” Behaviors
1. We introduce soft thick porridge at 6 months
2. We gradually increase quantity and diversity of
foods and frequency of feeding
3. We feed our BUDs a diverse diet with plenty of
animal source foods, vegetables and fruits along
with staples
4. We wash hands with soap and water before
preparing food, feeding our BUD, and after toilet
5. Mama continues breastfeeding
6. We Discuss & Decide Together about nutrition for
Mama and our BUD

18. Bud Materials
• Audio-Recorded VF Bud
Meetings with Script Booklets
• Personal Testimonies
• Take-Home Complementary
Feeding Reminder Posters
• Complementary Feeding Song
• Complementary Feeding Cell
Phone Video
• Menu Planning Game Mat &
Food Cards
• How We Make a Tippy Tap –
Leaflet and Cell Phone Video
• Take-Home Bud Sticker
• Bud Parent Support Group
Member Self-Intro Card

19. FLOWER
Ideal Nutrition “We” Behaviors
1. We gradually increase quantity and
diversity of foods and frequency of
feeding
2. We feed our Flowers a diverse diet with
plenty of animal source foods, vegetables
and fruits along with staples
3. We wash hands with soap and water
before preparing food or feeding our
FLOWER, and after toilet
4. Mama continues breastfeeding
5. We Discuss & Decide Together about
nutrition for Mama and our Flower

20. Flower Materials
• Audio-Recorded VF
Flower Meetings with
Script Booklets
• Personal Testimonies for
Complementary Feeding
• Complementary Feeding
Song
• Menu Planning Game
Mat & Food Cards
• Take-Home Flower Sticker
• Flower Parent Support
Group Member Self-Intro
Card

21. Positive Role Models
• Focus on mothers, fathers,
couples and grandmothers
• Real parents sharing real
stories builds self-efficacy
among other parents
• Personal testimonies about
nutrition behaviors:
– How they first learned about the
behavior
– Barriers they faced before trying
the behaviors
– How they overcame the barriers
– Benefits they see for their children
and families as a result

22. Siku 1000 4 Stages Testimony Cards

23. Meet our Siku 1000 “Virtual Facilitators”!
Mama Rotuba
• A retired nurse and also a Siku 1000 grandmother
• Knowledgeable, reassuring, and caring
• Experienced in maternal and child nutrition
• Positive role model for Siku 1000 mothers, promotes nutrition-related
gender roles for women
• Talks with the mothers’ support group members as if she were their Auntie
Uncle Jumbe
• A retired Agriculture Extension Officer and also a Siku 1000 grandfather
• Knowledgeable, humorous, encouraging
• Experienced in agriculture-nutrition actions
• Learned a lot about maternal and child nutrition from his wife, Mama
Rotuba, when they were raising their own children
• Uses his knowledge of agriculture to add value to Siku 1000 family actions
• Positive role model for Siku 1000 fathers, promotes nutrition-related gender
roles for men
• Talks with the fathers’ support group members as if he were their Uncle
Fictional characters, played by professional voice actors

24. Siku 1000 Parents’ Group Meetings
Parents’ Mixed Gender Meetings
facilitated by CHWs and
Group Leaders
Fathers’ Peer Support Group
Meetings facilitated by CHWs
and Group Leaders
Mothers’ Peer Support Group
Meetings facilitated by CHWs
and Group Leaders
One Parents’ Mixed Gender
“Siku 1000 Overview” Meeting
co-facilitated with Virtual Facilitators
(“VFs”) Mama Rotuba and Uncle Jumbe
Fathers’ Peer Support Group
“Siku 1000 Stages” VF Meetings
(Seed, Sprout, Bud, Flower)
co-facilitated with Uncle Jumbe
Mothers’ Peer Support Group
“Siku 1000 Stages” VF Meetings
(Seed, Sprout, Bud, Flower)
co-facilitated with Mama Rotuba
• Mixed-gender meetings focus on knowledge, awareness-raising and social norms (IEC/SBCC)
• Same-gender support group meetings focus on behaviors, skills and gender roles (BCC/SBCC)
• Most meetings will be led by CHWs or by Group Leaders
• VF meetings enhance consistency and quality of nutrition information and pedagogical approach

25. 11 Siku 1000 Virtual Facilitator Audios and Script Booklets
4 Father’s Support Group
Meetings with Uncle Jumbe
4 Mother’s Support Group
Meetings with Mama Rotuba
1 Overview Parents’ Support
Group Meeting with Mama
Rotuba and Uncle Jumbe

26. Farmers’ Kit Main Objective
More women of childbearing age and
children under five are eating diverse and
quality foods, including animal-source
proteins, vegetables and fruits
• Build nutrition knowledge among smallholder farmers
and their families
• Improve family practices that promote diet diversity
through the five broad household actions
• Increase family dialogue and decision making to
support nutrition
• Increase demand for, access and referrals to nutrition
and related agriculture extension services

27. Ag Officers/Farmers’ Kit Concept 1:
“RAINBOW” for Diversity of Foods
Concept Test Finding: Rainbow concept not well understood, some pretest respondents
had negative perceptions of the rainbow: “danger”, “storm is coming”, “looks like a snake in
the sky”.

28. Ag Officer/Farmers’ Kit Concept 2:
Diversity of Foods by Comparison
Concept Test Findings: Comparison concept not well liked. Pretest respondents were
uncomfortable seeing the unhappy child and farmer. Respondents recommended just using
the happy farmer. They really liked the basket full of diverse foods.

29. Happy Family Diet Diversity Kit for Farmers:
Five Household Actions that Increase Access
to Diverse & Quality Foods
1. Discuss & Decide Together
2. Earn & Buy
3. Raise & Grow
4. Prepare, Process & Store
5. Rest, Share & Eat

30. 5 Household Action Areas
Testimony Cards for Farmers’
Diet Diversity Kit
2. Raise & Grow 3. Earn & Buy 4. Prepare, Process & Store 5. Rest, Share & Eat
1. Discuss &
Decide Together

31. 2 Virtual Facilitator Audios and Scripts for
Smallholder Farmers’ Meetings and Training Sessions
Script Booklet Cover for Virtually
Facilitated Farmers’ 5 Household
Actions Overview Meeting
Script Booklet Cover for
Virtually Facilitated Farmers’
Household Action Raise & Grow
Meeting

32. Farmers’ Kit Overview Materials
• Audio-Recorded VF
Meeting or Training
Session for Farmers
with Script Booklet
• Personal Testimonies
• Happy Family Diet
Diversity Sticker
• Happy Family Love
Song- Discuss & Decide
Together
• Take-Home Happy
Family Diet Diversity
Reminder Calendar

33. Farmers’ Kit Raise & Grow Materials
• Audio-recorded VF Meeting
or Training Session for
Farmers, with Script Booklet
• Personal Testimonies
• Take-Home Raise & Grow
Sticker
• Happy Family Theme Song-
Discuss & Decide Together
• How We Grow Vegetables in
a Sack Garden
– Leaflet and Cell Phone
Demonstration Video

34. Motivator Testing:
What Motivates Farmers and Siku 1000 Parents to Practice Desired Nutrition Behaviors??
Patriotism
Intelligent Children who Give
Back (Feed Your Future)
Admiration/Respect
Intelligent ChildrenHappy Family
A Happy Family ranked highest, followed by Intelligent Children who give back to
their Families when they Grow up. Admiration/Respect and Patriotism ranked low!

35. Pretesting
• Materials were pretested with the
target audiences:
– Mothers’ support groups
– Fathers’ support groups
– Community Health Workers
– Agriculture Extension Workers
• Pretest feedback was used to improve
some of the materials, such as the Bud
and Flower Menu Planning Game Mat
• The Menu Planning Game Food Cards
were also modified to include more
local varieties
AFTER
BEFORE

36. Materials Development
• Materials were jointly developed in Tanzania by TFNC and MBNP
working closely with 2 creative agencies (DJPA and Reel2Reel)
• Below (left to right): Studio recording for audios, filming a positive
role model testimony, testing creative concepts, technical reviews

37. Four Happy Family Nutrition Songs
Siku 1000 Theme Song
• Explains 4 stages of child nutrition over the first 1000 days: SEED, SPROUT, BUD, FLOWER,
key behaviors and gender norms. Promotes feelings of joy, pride, hope and self-efficacy
among mothers and fathers of Siku 1000 children.
Happy Family Theme Song: Discuss & Decide Together
• Positive gender norms, IFA, and agriculture -nutrition practices to increase diet diversity of
mothers and children. Promotes family love and harmony through the 5 areas of
household actions.
Breastfeeding Lullaby Song
• Optimal breastfeeding practices and positive roles for mothers and fathers.
Complementary Feeding Song
• Increase quantity, frequency, diversity of foods, and hand washing with soap and water.
Soft, thick porridge to children beginning at 6 months of age (“BUD”), pounding meat and
mashing foods to make them soft for BUD and FLOWER babies to eat.

38. Discuss & Decide Together Role Play Cards
Parent support group members use these cards to practice family communication skills during role
plays and enhance their ability to engage in dialogue & joint decision-making about nutrition.

39. Complementary Feeding for Young Children-
Menu Planning Game Mat and Food Cards

40. Take-Home Bud Complementary Feeding
Reminder Poster
Side A: Early Bud Side B: Late Bud

41. Siku 1000 Kit:
Take-home IFA Reminder Calendar
Farmers’ Diet Diversity Kit:
Take-home Reminder Calendar

42. Siku 1000 Flip-Picture Book and Stickers

43. Farmers’ Kit:
5 Diet Diversity Household Actions Stickers
Discuss & Decide Together Raise & Grow
Earn & Buy Prepare, Process & Store Rest, Share & Eat
Happy Family Diet Diversity

44. Happy Family & Siku 1000 Leaflets
Tippy Tap Leaflet Sack Garden Leaflet Birth Planning Leaflet

45. The SBCC Materials Development Process
8. Roll Out, Monitor & Feedback, Evaluate & Re-design
7. Revise, Finalize, and Reproduce
6. Hold Technical Reviews
5. Pretest Materials with Audiences
(Appeal, Comprehension, Attractiveness, Appropriateness, User-friendliness,
Impact on Intention and Behaviors)
4. Strategically Select, Develop and Design Multi-Media Materials
3. Develop and Test Creative Concepts
(to help “redefine” nutrition)
2. Set Objectives for Nutrition Behaviors and Gender Norm Change
1. Understand the Situation, Audiences, Behaviors and Priorities

46. Acknowledgements
Special acknowledgements to the United States Agency for International Development
and the American people for support and funding of these materials.
The Siku 1000 Parents’ Kit and the Farmers’ Happy Family Diet Diversity Kit were
developed by The Manoff Group, COUNSENUTH and the Tanzania Food and Nutrition
Center (TFNC) through the USAID/Mwanzo Bora Nutrition Program (MBNP) led by
Africare.
Our thanks to SendACow, Medical Aid Films, and the Wazazi Nipendeni Campaign for
sharing their videos or tv spots, which have been adapted and used for the Happy
Family cell phone video collection featured in the two Kits.
Our thanks, as well, to the Wazazi Nipendeni Campaign, the Tanzania Ministry of
Agriculture and Food Security, and Watershed Management Group for use of their
original leaflets and content, which were adapted for the development of the Happy
Family leaflets.

47. Acknowledgements (continued)
Core Nutrition SBCC Materials Design Team: Lydia Clemmons, Tuzie Edwin, Herbert
Gowell, Annelie Fouquet, Anton Fouquet, Steve Adika, Aika Kirei, Sala Lewis, Paul Ndunguru
and Phil Reader.
SUNflower Stages, 5 HH Actions and Virtual Facilitator Concepts: Lydia Clemmons.
Technical Support: Melissa Antal, Marcia Griffiths, Joyceline Kaganda, Joseph
Komwihangiro, Elizabeth Lyimo, Vumilia Lytuu, Agnes Mahembe, Onesmo Mella, Rehema
Mzimbiri, Deus Ngerangera, Flora Ngowi, Wycliffe Ochieng, Restituta Shirima, and Lunna
Kyungu.
Technical Reviews: Tanzania National Nutrition SBCC Consultative Committee.
Our special acknowledgement and thanks to the inspiring positive role models whose
photographs and true stories are featured in these materials:
Issa Abdala, Tuzie Edwin, Lillian Maeda, Asha Majuto, Zainab Mboge, Amina Nassoro, Zena
Omary, Hadija Ramia, Selemane Safe, Makasi Saul and Abdala Yahya.
Powerpoint: Lydia Clemmons, Senior Adviser-SBCC The Manoff Group.
lclemmons@manoffgroup.com

48. ASANTE!