A Social and Behavior Change (SBC) package  produced by Action Against Hunger is scaled up at State-level by the Women and Child Development Department (WCD), Gujarat for breastfeeding awareness during World Breastfeeding Week 2024 (WBW2024). Another initiative of Action Against Hunger,  which is scaled up by WCD, Gujarat is a digital training on Maternal, Infant, and Young Child Nutrition (MIYCN), with a particular emphasis  on breastfeeding.

Project Vruddhi, an initiative by Action Against Hunger, produced 1-minute jingles and videos using an infotainment approach. These media pieces aim to educate about various aspects of the first 1,000 days model, specifically focusing on breastfeeding awareness, as part of the Social and Behavior Change (SBC) package. The package is titled “Jaagta Rehjo,” with a tagline, “ane bija ne pan jagadjo” translating which means: “stay aware and spread awareness among others.” The tagline is used several times hinting a call-to-action, to spread awareness. The videos, feature dialogues in regional language – Gujarati and incorporates singing, dancing, illustrations, and text to reinforce key messages, for better recall. The lead characters, dressed as ‘Ranglo’ and ‘Rangli’ are conceptualized from the popular Gujarati folk art form ‘Bhavai’. By blending traditional folk messaging with modern filmmaking techniques,  including regional dance forms like  ‘sanedo’ and ‘timli’, the approach ensures greater relatability and acceptance by government staff and local communities in Gujarat. These media pieces are catchy, concise, and entertaining.

The MIYCN training includes an introductory session and five pre-recorded sessions covering seven different breastfeeding topics which will be disseminated to all Frontline Workers (FLWs) across Gujarat via Satellite Communication (SATCOM) and the YouTube channels of the Women and Child Development Department, Gujarat. These pre-recorded sessions highlight key learnings from the 5-day MIYCN workshop conducted in Sabarkantha in May 2024, where 50 champions from the ICDS-WCD and Health Departments were trained. The workshop was led by Dr. Rupal Dalal, Director of Maternal and Child Health (SMDT), and her team. As a technical partner, Action Against Hunger is pleased that these training sessions will enhance awareness about effective breastfeeding positioning and latching techniques, contributing to optimal weight gain in newborn infant.