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Title of publication:	The National Communication Strategy for the Promotion of Vitamin A
Media Format:	Campaign Materials
Countries:	Cambodia
Subjects:	Child Health, Vitamins and Minerals
Audience:	Mothers, Parents
Languages:	Khmer
Description:	The strategy’s purpose is to re-energize and revigorate vitamin A communication activities and to create increased discussion and awareness among a variety of stakeholders including parents, communities, local authorities, volunteers and health staff about the important role vitamin A plays in promoting child health and survival. This will be achieved by re-branding and redesigning all vitamin A communication materials using a standardized vitamin A theme and color for vitamin A promotion, with consistent key messages, training materials and IEC materials. A variety of channels and media will be used to deliver the key messages and a number of development partners will collaborate with the NNP in this endeavor.
Producers:	AED
Organization:	AED
Number of Downloads:	8

Research

Key findings: Most mothers interviewed did not know the benefits of vit A|There were misconceptions about vit A|Few community members reported seeing IEC materials, most could not recall messages|Lack of recognition of the vit A logo|Very few people knew the vitamin A distribution months or dosage|2 messages recalled were that vit A can prevent night blindness and green vegetables contain vitamin A|Families reported regular viewing of TV but changed channels to avoid watching adverts and health messages|Mothers reported that the most effective and preferred source for information was interpersonal communication by health staff and village volunteers|Village volunteers could not state benefits of vit A|The key message that health staff provides is that Vit A prevents night blindness|Vit A is perceived by health staff as a low priority task which provides little benefit|Mopup activities are not well done and health staff reported they lacked time to follow up children who did not attend

National Vitamin A Communication Strategy.pdf
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Evaluation

Focus group discussions among those who use and receive the materials provided their perceptions and understanding of the materials. The intended audience of the materials understood the messages and expressed a liking for the means with which these messages were delivered. The use of modern music and animation was welcomed by most of the intended audience, who appeared younger than those who expressed disapproval of the materials.

Process Evaluation.pdf
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