Unicef

Happy Families Grow Together

Health campaign. First 1000 days. Laos

In Laos, malnutrition is linked to nearly half of the deaths of children under five. Most child deaths are preventable or treatable with high-impact, low-cost interventions, such as immunization, nutrition and child health services. The impact of these interventions on child health varies greatly depending on socio-economic group, ethnicity, geographical location and the educational level of the parents.

We worked with UNICEF to produce a national multimedia health campaign aimed at families in Laos, in order to improve feeding habits in young children during the first 1000 days. This was a large-scale campaign, rolled out nationally across Laos by UNICEF and the Ministry of Health.

What did we do?   Campaign strategy   •   Creative development   •   Campaign testing   •   Scriptwriting   •   Film production   •   Photography   •   Editing   •   Poster design

In Laos, stunting affects around 33% of children under five years of age.

– UNICEF.

We filmed 21 drama-based videos during a 3-week shoot in Vientiane. The film aesthetic combined a mix of authentic Laos furniture and cartoon-style props in a colourful studio setup. We worked with Laos actors and a producer to create mini soap-style films that had both a serious message and a humour that audiences could enjoy.

This campaign follows an innovative and playful approach to changing behaviours around breastfeeding and complementary feeding practices for women and children in Laos PDR. We produced an extensive campaign package of episodic videos and images, following the journey of a Laotian family as they bring a new life into the world. The campaign has been distributed nationwide in Laos across mass and social media.

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