Empathy in Action: Co-Creating Content Through Ifaa Content Advisory Group

At the heart of the Ifaa /Resilience Food Security Activity (RFSA) lies a bold vision: to empower vulnerable households with improved access to diverse and nutritious foods, foster sustainable livelihoods-particularly for pregnant and lactating women, farmers and herders, youth, and people with disabilities-and strengthen equitable market systems, water resource management, and responsive governance. Achieving these multifaceted goals requires more than technical solutions; it demands a shift in mindsets, habits, and social norms. That's where Ifaa 's Social and Behavior Change (SBC) Communication implementation plays a pivotal role in reinforcing positive behavioral outcomes cutting across all Ifaa sectors by serving as a catalyst for community-led participatory refinement and prioritization of key behaviors that influence health, nutrition, agriculture and economic livelihood productivity, sanitation and hygiene, inclusion, and resilience. Ifaa developed a robust SBC portfolio to drive positive behavior change across six sectors and covering more than 40+ topics, tailored to diverse audiences. As part of a commitment to localization in action, Ifaa engaged community members in designing project SBC materials.   

Five content advisory groups (CAGs) were established, each with an average of 10 members, including technical experts, creative professionals, project partners, and community participants. These members played distinct yet complementary roles to ensure high-quality, inclusive, and compliant content. Sector experts contributed domain-specific knowledge to validate accuracy, while community representatives promoted diversity and cultural sensitivity, advocating contextually relevant and empathetic messaging. Their insights helped ensure clarity, accessibility, and engagement for end users.