Grow Together TV Spots: Creating the Enabling Environment for Social Change in Cambodia
Summary:
In Cambodia, one in three children (32%) under five is chronically malnourished, or stunted. Stunting is a reflection of poor growth that undermines children's health, impacts cognitive development, and reduces lifetime earnings. Stunting is preventable with improved maternal and child diet and hygiene and sanitation practices during pregnancy until the child turns two (known as the "first 1,000 days") calling for focused social change and behavior change interventions. A series of TV spots within the Grow Together SBCC Campaign in Cambodia aimed to address both the overarching social change objective and specific behavior outcomes. To create the environment for social change, the first spot connected children's healthy growth with warm, secure and happy families, and everyone's roles in making this aspiration a reality. Each subsequent TV spot focused on specific behaviors, weaving in and reinforcing the core social change themes. The endline survey documented significant change in the impact pathway from high exposure and recall of the TV spots, to improved behaviors, to a reduction in stunting among young children.
Background/Objectives:
This session will share experiences through visually appealing TV spots in Khmer with English sub-titles that show how a series of spots were developed with and for communities, and woven together to address social change themes as well as key behaviors as part of a multi-faceted SBCC campaign.
Results/Lessons Learned:
Project mid-term and endline surveys sampled a randomly selected sample of caregivers of young children in rural communities. Nearly all (95%) of sampled caregivers recalled seeing a TV spot. Coupled with high reported motivation to take action after seeing the spots, results suggest that these TV spots contributed to the significant changes in child nutrition status, measured through a reduction in child stunting, and these key behaviors. Additional lessons include the continued efficacy of the medium of TV to persuasively reach rural audiences in Cambodia. The experiences also demonstrate the value of addressing both social change issues as well as behaviors through TV in a closely interconnected tone and structure.
Discussion/Implications for the Field:
This series of TV spots demonstrates how a strategically connected series of media can address core social norms along with behaviors.
Link to an Online Version of the Product:
Grow Together TV Spots
Abstract submitted by:
Lisa Sherburne - Manoff Group
Laura Cardinal - Save the Children
Carolyn O'Donnell - Save the Children
Math Srales - Save the Children
Yoeum Phorn - Save the Children
In Cambodia, one in three children (32%) under five is chronically malnourished, or stunted. Stunting is a reflection of poor growth that undermines children's health, impacts cognitive development, and reduces lifetime earnings. Stunting is preventable with improved maternal and child diet and hygiene and sanitation practices during pregnancy until the child turns two (known as the "first 1,000 days") calling for focused social change and behavior change interventions. A series of TV spots within the Grow Together SBCC Campaign in Cambodia aimed to address both the overarching social change objective and specific behavior outcomes. To create the environment for social change, the first spot connected children's healthy growth with warm, secure and happy families, and everyone's roles in making this aspiration a reality. Each subsequent TV spot focused on specific behaviors, weaving in and reinforcing the core social change themes. The endline survey documented significant change in the impact pathway from high exposure and recall of the TV spots, to improved behaviors, to a reduction in stunting among young children.
Background/Objectives:
This session will share experiences through visually appealing TV spots in Khmer with English sub-titles that show how a series of spots were developed with and for communities, and woven together to address social change themes as well as key behaviors as part of a multi-faceted SBCC campaign.
Results/Lessons Learned:
Project mid-term and endline surveys sampled a randomly selected sample of caregivers of young children in rural communities. Nearly all (95%) of sampled caregivers recalled seeing a TV spot. Coupled with high reported motivation to take action after seeing the spots, results suggest that these TV spots contributed to the significant changes in child nutrition status, measured through a reduction in child stunting, and these key behaviors. Additional lessons include the continued efficacy of the medium of TV to persuasively reach rural audiences in Cambodia. The experiences also demonstrate the value of addressing both social change issues as well as behaviors through TV in a closely interconnected tone and structure.
Discussion/Implications for the Field:
This series of TV spots demonstrates how a strategically connected series of media can address core social norms along with behaviors.
Link to an Online Version of the Product:
Grow Together TV Spots
Abstract submitted by:
Lisa Sherburne - Manoff Group
Laura Cardinal - Save the Children
Carolyn O'Donnell - Save the Children
Math Srales - Save the Children
Yoeum Phorn - Save the Children
Source
Approved abstract for the postponed 2020 SBCC Summit in Marrakech, Morocco. Provided by the International Steering Committee for the Summit. Image credit: The Manoff Group