In brief


Project Director
Tim Webster

Communications Manager
Aiyana Gane

Type of outputs
Video, radio, posters, billboards

Client
UNICEF Laos

Year of production
2020

Happy families grow together

This multimedia campaign for UNICEF promotes better feeding practices in the first 1000 days of a child’s life, in Lao PDR.

The first 1000 days of a child’s life is the most crucial window of opportunity for nutrition. This campaign focuses on changing behaviours around breastfeeding, infant feeding and complimentary feeding practices for women and children in Laos.

The campaign features mass and social media components to address the gaps in knowledge and skills of parents and caregivers that hinder the adoption of recommended practices. These gaps in knowledge are often compounded by issues such as cultural beliefs and practices that are at odds with health recommendations, lack of education, poverty, access to healthcare and access to recommended foods. This campaign cuts through these issues in a lively and episodic series of videos and images that follow a Laos family as they bring a new life into the world.

Theory based design


Monitoring and evaluation was a significant and important element of this campaign. We adopted a theory-based design to the campaign, enabling the campaign to be delivered according to international best practice in development programming whilst also providing a structured framework for short-term monitoring and the final evaluation.
A theory of change was developed in the design phase, in partnership with UNICEF. The theory of change is an illustration and narrative, which serves as a practical tool and method for planning the campaign, identifying the intended beneficiaries, and measuring observed behavioural change among those beneficiaries.

Using a theory of change means our technical approach is aligned with international good practice in development project design, delivery and M&E. Throughout implementation, the team revisited the theory of change and checked that the campaign is on track to realise the intended results. If the campaign needed adapting around any unforeseen circumstances, the theory of change was updated accordingly to ensure the campaign remained flexible.

Cultural relevance


In order to shift mindsets and deliver lasting action, this campaign had to target and resonate with mothers, fathers, secondary caregivers (such as grandparents) as well as wider family members of all socio-economic statuses, both in rural and urban communities.

To ensure the campaign’s overall narrative, branding and messaging was culturally relevant to the Laotian context, brand and campaign materials were pre-tested through Focus Group Discussions in both rural and semi-urban settings. In additional, surveys were carried out to gain a detailed insight into the target audiences’ media habits.

Via the Focus Group Discussions, it became apparent that in order to shift mindsets and deliver lasting action, this campaign needed to target not only mothers, but secondary caregivers as well, in particular fathers and grandmothers. Throughout the campaign, we were also mindful to address the cultural differences between urban and rural populations in Laos, ensuring that the messaging was tailored to resonate with both audiences for the widest possible impact.

"I will follow these new practices for the future of my child."

Mother, rural Laos

Production


Once the data from the field-research was completed, script-writing began, prop-making started and logistics planned. During production spent 3 weeks in the capital of Laos, Vientiane to shoot 25 videos and capture all of the photographs and sound required. We worked with a local team including producer, sound recordist, studio technician and a fantastic troupe of actors.

In order to remain on-brand, we painted the studio in colours that aligned with UNICEF’s secondary colour-palette. Films were shot on a Sony FS7, using Zeiss Contax prime lenses, modified from still lenses for film production.

"Everybody should see this advice."

Grandmother, rural Laos

Monitoring & Evaluation


The theory of change linked to a logframe for the campaign. The logframe identified  key result areas that the campaign took  responsibility for managing towards, monitoring and achieving within a set period of time. During implementation of the campaign, our team collected data on a monthly basis to track progress towards achieving the intended results set out in the logframe.

A theory-based evaluation was conducted towards the end of the campaign. Our theory of change approach to evaluation respects the fact that every programme – including every campaign – is packed with beliefs, assumptions and hypotheses about how change will be brought about. This is particularly important for a behavioural change programme because humans and organisations and social systems work in different ways.

We used contribution analysis as our analytical approach to evidence observed results at different stages of the theory of change and evidence and assess the contribution of the campaign’s activities to the intended outcome and impact statement on the theory of change. Our contribution analysis was in the form of Focus Group Discussions conducted with the target audiences of the campaign.