Dads can do that! - Alive & Thrive

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Spotlight on InnovationDads can do that!Deciding to focus on fathersAs you consider whether to invest inengaging fathers for better childfeeding, 3 criteria will be helpful:Criterion 1. Do fathers in your community/culture play astrong role in the decisions on how the baby is fed?Criterion 2. Would fathers be willing and able to takesome simple actions in support of breastfeeding and/orimproved complementary feeding practices?Criterion 3. Are fathers easily reached through the channelsyou would use?Your formative research should engage both fathersand key stakeholders who have insights into the localculture. To answer Criterion 1, explore:• What feeding practices need to change to have thegreatest impact on children’s nutrition during thefirst 2 years of life?• What are fathers’ current roles in child feeding?• Do fathers recognize the impact that their wordsand actions have on how their children are fed?• What value do fathers place on nutrition?• What facts about child feeding do fathers alreadyknow?• What gender-based constraints hinder fathers’involvement?• What are the gender-based opportunities for involvingfathers in child feeding? Explore fathers’ accessto assets and their power and decision making.To determine fathers’ willingness to act (Criterion 2), test outclear, simple actions that fathers might take in support ofimproved feeding practices. For example, ask fatherswhether they would be willing to speak to the baby’sgrandmothers in support of exclusive breastfeeding for 6months. Or ask fathers how likely they would be to keep anegg to feed to the baby instead of selling all the eggs at themarket.And to weigh Criterion 3, on channels to reach fathers,ask about fathers’ attendance at certain community orentertainment events, use of specific mass media channels,and participation at the health center.With data, you can determine whether a focus on fatherswill enhance your behavior change campaign and leadto improved infant and young child feeding practices.2 *Available at aliveandthrive.org/fathersbriefIssue 1 October 2012
Spotlight on InnovationDads can do that!How we did it: Using data and simple criteriato decide to focus on fathersAlive & Thrive’s staff in Ethiopia considered whetherto devote resources to reaching out to fathers. Fromin-depth interviews and household observations, welearned that a baby’s grandmothers and father all playa role in determining how the child is fed. Fathers weremost commonly viewed as influencing child feedingpractices only indirectly, primarily in their roles as providerand as the one who controls family finances.We included focus groups with men in our formativeresearch. We learned that while fathers generally do notconsider themselves to play a direct role in child feeding,they expressed interest in learning more. Mothers andhealth workers told us that men’s words and actions doinfluence mothers’ decisions about feeding. Criterion 1was met: Fathers play an important role and are interestedin becoming more explicitly involved.A rapid assessment our Ethiopia staff conducted withfathers indicated that there were a number of possibleactions they would be willing to take in support of improvedfeeding practices – Criterion 2.As for Criterion 3, channels to reach fathers, we had datashowing that in Ethiopia, men have much more access toboth radio and TV than women do. We decided to focusthe mass media component of our program on fathers.Men are also involved through activities with religiousleaders and through the community outreach component,called Smart & Strong Family.Literature Review*The accompanying literature review provides aperspective on studies others have conductedand on child feeding interventions that havebeen tested with fathers.Alive & Thrive tested concepts for a TV spot thatwould appeal to fathers’ emotions. For moreon that concept test, visit aliveandthrive.org/research-to-action.6 strategies that workAlive & Thrive is learning about how to involve fathers inchild feeding. Our experience has led us to 6 strategieswe believe will help ensure effective interventions. Considerthese strategies as you develop your own fathers’programs.Strategy 1: Grab them with emotion.First we feel. Then we think.A&T has successfully used emotions – especially positiveemotions – to draw fathers in. Positive feelings can influencesocial behavior. Studies confirm that when theyreceive messages that evoke positive feelings, people:• Are more receptive to the message• Recall the message better• Are more likely to comply with the message 1An infectious music video* in Ethiopia draws in listenersthrough beautiful visuals, smiling children, and a positive,can-do feel. It opens with a line that evokes ‘emotion: “Who does not want to enjoy his harvest andkiss his child?” It continues:Issue 1 October 2012*Available at aliveandthrive.org/fathersbrief3
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Dads can do that! - Alive & Thrive

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