The UN World Food Programme (WFP) supports one million Rohingya refugees in Bangladesh, over 90% of whom depend entirely on humanitarian aid. Malnutrition is severe, with 15.1% suffering from global acute malnutrition and 41% of children stunted. Anemia and micronutrient deficiencies are widespread due to poor dietary diversity, limited consumption of dairy and fruits, and unequal food distribution within households. To address this, WFP introduced micronutrient-fortified rice as a cost-effective solution.
A strategic communication campaign was launched to raise awareness and encourage acceptance of fortified rice. Key stakeholders were engaged and co-creation workshop helped develop culturally relevant messages. These messages were tested with beneficiaries to ensure clarity and resonance. Community volunteers received training in nutrition messaging and communication skills, enabling them to effectively engage with the population.
A multi-channel approach was used, including community sessions, one-on-one interactions, fortified rice tasting booths at outlets, and cooking demonstrations at nutrition centers. The strategy emphasized community participation, behavioral prioritization, audience segmentation, and a 360-degree communication model to reinforce messages across formats.
Food fortification is globally recognized as a cost-effective method to combat micronutrient deficiencies. In the Rohingya context, fortified rice is vital to reducing anemia and stunting. Post-distribution monitoring showed 92% message comprehension and strong acceptance, especially through interpersonal methods like cooking demos, crucial for a largely illiterate population. However, cultural preferences for traditional rice remain a barrier. Continued investment in culturally sensitive, literacy-aware communication is essential for sustained behavior change and improved nutrition outcomes.
The UN World Food Programme (WFP) supports one million Rohingya refugees in Bangladesh, over 90% of whom depend entirely on humanitarian aid. Malnutrition is severe, with 15.1% suffering from global acute malnutrition and 41% of children stunted. Anemia and micronutrient deficiencies are widespread due to poor dietary diversity, limited consumption of dairy and fruits, and unequal food distribution within households. To address this, WFP introduced micronutrient-fortified rice as a cost-effective solution.
A strategic communication campaign was launched to raise awareness and encourage acceptance of fortified rice. Key stakeholders were engaged and co-creation workshop helped develop culturally relevant messages. These messages were tested with beneficiaries to ensure clarity and resonance. Community volunteers received training in nutrition messaging and communication skills, enabling them to effectively engage with the population.
A multi-channel approach was used, including community sessions, one-on-one interactions, fortified rice tasting booths at outlets, and cooking demonstrations at nutrition centers. The strategy emphasized community participation, behavioral prioritization, audience segmentation, and a 360-degree communication model to reinforce messages across formats.
International Social and Behavior Change Communication Summit info@sbccsummit.orgProblemas técnicos?
Se estiver tendo problemas de reprodução, tente ajustar a qualidade ou atualizar a página.
Perguntas para o Palestrante?
Use a guia Q&A para enviar perguntas que poderão ser abordadas em sessões de acompanhamento.
