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Maximising the Nutritional Impact of FSL Interventions FINAL

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Guidance 8 – Include nutrition promotion & behaviour change<br />

strategy<br />

Nutrition promotion and behaviour change strategy (BCS) targeting mo<strong>the</strong>rs, caregivers, family<br />

members including children, decision makers and community agents are central to strategies to<br />

improve nutrition and care <strong>of</strong> infants and young children and women <strong>of</strong> childbearing age.<br />

As stated earlier, <strong>the</strong> nutrition and/or <strong>the</strong> <strong>FSL</strong> team are in charge <strong>of</strong> <strong>the</strong> nutrition promotion, by<br />

delivering simple and key messages to encourage good nutrition practices. Nutrition promotion is<br />

especially relevant when <strong>the</strong> <strong>FSL</strong> intervention is a short-term one. Discuss with your colleagues from<br />

o<strong>the</strong>r sectors for advice and help.<br />

BCS is a much longer-term strategy that seeks to change deep-rooted behaviours and requires time<br />

and a thorough knowledge <strong>of</strong> <strong>the</strong> context you work in. The MHCP team is in charge <strong>of</strong> elaborating<br />

and designing <strong>the</strong> BCS but <strong>the</strong> participation <strong>of</strong> <strong>the</strong> entire technical team is required to roll out <strong>the</strong><br />

strategy. BCS aims to accompany and coach individuals in <strong>the</strong> use and adoption <strong>of</strong> nutrition and care<br />

practices proposed by <strong>the</strong> programme.<br />

Whe<strong>the</strong>r it is nutrition promotion or BCS, messages and advice must be clear and in <strong>the</strong> local jargon<br />

and will need to make sense for <strong>the</strong> targeted population. It is crucial to include nutrition promotion<br />

and/or BCS in <strong>FSL</strong> interventions, as <strong>the</strong> final nutrition impact and outcomes are dependent on <strong>the</strong><br />

practices <strong>of</strong> caregivers, who decide on adopting and using <strong>the</strong> project deliverables in an optimal<br />

manner or not. Make sure that you do not reinvent <strong>the</strong> wheel and check <strong>the</strong> existing nutrition<br />

guidance, IEC material, and potential BCS with <strong>the</strong> Ministry <strong>of</strong> Health or o<strong>the</strong>r key actors prior to<br />

start <strong>the</strong> programme.<br />

8.1 Conduct formative research to gain insight into <strong>the</strong> barriers and<br />

opportunities to change behaviour and to define an appropriate BCS<br />

Dietary and care practices are embedded in people’s beliefs, norms, habits and traditions, and<br />

convincing people to change behaviour requires time. Importantly, people have to understand and<br />

agree with <strong>the</strong> benefits <strong>of</strong> adopting a new behaviour. It is <strong>the</strong>refore crucial to have a thorough<br />

understanding <strong>of</strong> why people behave <strong>the</strong> way <strong>the</strong>y do and what <strong>the</strong>y are willing to change, if you<br />

intend to change <strong>the</strong>ir behaviour.<br />

Formative research consists <strong>of</strong> assessing <strong>the</strong> behaviours, attitudes and practices <strong>of</strong> a community,<br />

and understand <strong>the</strong> target group’s perspective, which influence <strong>the</strong>ir behaviours, and determines<br />

<strong>the</strong> best ways to reach <strong>the</strong>m. Several formative research methods may be used to develop BCS<br />

including barrier analysis, trials <strong>of</strong> improved practices, positive deviance, focus groups, in-depth<br />

interviews, supporting groups for accompanying <strong>the</strong> change, reinforcing <strong>the</strong> positive practices, and<br />

finding coping strategies.<br />

Key questions to explore:<br />

• What are <strong>the</strong> key behaviours (positive behaviours and those that need improvement)<br />

related to dietary practices and care?<br />

• Who influences <strong>the</strong>se behaviours and who practices <strong>the</strong>m?<br />

• Which behaviours are people ready to change?<br />

• What are <strong>the</strong> factors that may enable or inhibit behaviour change?<br />

• Which approaches can be used to address factors that influence <strong>the</strong> behaviours?<br />

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