Dads can do that! - Alive & Thrive

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Spotlight on InnovationDads can do that!Let’s not distinguish between father and motherLet’s feed him so we can celebrate the hopeA child’s health is the country’s healthLet him grow to be a light for generationsA small intervention study in Viet Nam, supportedthrough Alive & Thrive, showed that fathers will speak upfor improved breastfeeding practices. A photo of a lovingyoung couple and their breastfeeding baby, featuredon a poster and a brochure*, draws men in to focus onthe campaign’s messages.How we did it: Testing concepts to find compellingand emotion-based approachesBased on data, A&T had determined that its Bangladeshmass media campaign should feature fathers – as wellas grandmothers and doctors. In fact, one of the 6 TVspots would address fathers directly. The creative teamdeveloped 3 possible concepts for that spot to test withthe target audience.To the surprise of staff, an emotion-packed storyline witha child saving his father from a house fire was more compellingthan a spot featuring a renowned cricket player.In another spot, the father of a newborn supports hiswife when she insists on offering their baby the breastwithin the first hour after birth. His observation, “I’mlucky the mother of my baby is so intelligent,” is an emotionaldraw for viewers. Visuals, sound effects, and musicall add to the emotion and drama.Strategy 2. Ease the way by bustingstereotypesIn most cultures, feeding children is seen as women’sconcern, even though fathers ultimately control thepurse strings. Fathers are often unconscious of the rolethey play, yet what they do and say is exerting an influenceon household decisions about feeding.Alive & Thrive’s national program in Viet Nam makescounseling on IYCF widely available through a franchisemodel. Fathers are welcome in the IYCF counseling sessionstoo. Several of the illustrated counseling cards*(job aids to ensure that counselors cover critical points)portray fathers taking an active role in child feeding. Fathers’presence in these illustrations works subtly to helpshift social norms, making it seem natural for men to beinvolved in child feeding.Gender roles are deeply embedded in culture, but sometimesit takes just a little humor or a surprising fact tohelp fathers take an active role in child feeding.Alive & Thrive’s nationalprogram in Viet Nam producedcounseling cardswith images of fatherssupporting their wivesin feeding their children.These illustrations (aspictured on right) worksubtly to help shift socialnorms, making it seemnatural for men to be involvedin feeding matters.4 *Available at aliveandthrive.org/fathersbriefIssue 1 October 2012
Spotlight on InnovationDads can do that!How we did it: Making it “manly” to leadthe family to support 6 months of exclusivebreastfeedingIn the Viet Nam breastfeeding study, humor helps openthe door. A cartoon image of a breast on a ceramic muggets dads laughing and coming back to the clinic torequest more mugs. In a society where fathers traditionallyleave decisions about breastfeeding to the baby’smother and grandmothers, the fathers who participatein this program quickly begin speaking up for exclusivebreastfeeding. It helps that they can join with otherdads. An imaginative contest with the feel of a reality TVshow helps make it seem manly to support breastfeeding.Teams of fathers compete to show “Who loves theirwife and children most?” by demonstrating what theyknow about the value of breastfeeding and making themost convincing pro-breastfeeding argument.A cartoon image of a breast on aceramic mug gets dads laughingand coming back to the clinic torequest more mugs.Strategy 3. Find fathers where theyalready areEvery community has its gathering spots for men. Successfulfathers’ programs meet men where they are. Andin addition to where fathers “physically” are, we can meetthem where they are in terms of their knowledge andbeliefs.How we did it: Investing in channels thatalready reach fathersBangladesh’s first-ever chance to host games for theCricket World Cup coincided with A&T’s campaignlaunch. What better place to reach men – one of ourmain target audiences – than in the tea rooms andhomes where they would gather to celebrate the nationalsport? It was costly, but A&T purchased air timeduring the games, and reached men nationwide.In both Bangladesh and Ethiopia, A&T engages male religiousleaders to spread specific messages about infantand young child feeding, especially among fathers.In the Viet Nam intervention study, project staff adjusttheir schedules so they can find men at home for face-TV spots in Ethiopia* appeal tomale farmers by using agrarianthemes and analogies, meetingmen where they “are.”Issue 1 October 2012*Available at aliveandthrive.org/fathersbrief 5
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