Branding Strategy and Marking Plan for the Suaahara II Program (Nepal)

The program is funded by USAID's Food Security Program and aims to provide families with information, skills, and motivation to achieve better health, nutrition, and hygiene practices. The program's branding strategy involves positioning Suaahara II as a continuation of the previous initiative, with the name 'Suaahara II' being used for all activities and public communications. A program logo will be developed and used consistently to identify the program, featuring the name 'Suaahara II' in red color and the tagline 'building strong and smart families' in dark blue color. The logo will be used alongside the USAID logo and will be recognized with the approved style. The primary audiences for the program are families with children under two years and adolescents in the 40 target districts, while secondary audiences include local government officials, civil society organizations, private partners, national government, and international development actors. The program will use a variety of methods to promote Suaahara II and communicate with various audiences, including interpersonal communication, printed and illustrated counseling tools, posters, radio spots, contests, dramas, video, non-formal education materials, and local community drama and events. The main program message is that USAID is helping to improve the nutrition and well-being of families with members traversing the first thousand days of life by working with communities, government, and civil society organizations to provide families with information, skills, and motivation to achieve better health, nutrition, and hygiene practices. The program will acknowledge the contribution of the Government of Nepal where reports, other media communications, and materials are concerned, and will co-sponsor and co-brand materials with the Nepali government ministries or line agencies. The program will include logos of other groups when a product, publication, or event involves Suaahara II sub-awardees or other partners or other donor organizations. The USAID logo will be more prominent than those of other donors, but under all circumstances, the USAID logo must be of equal or larger proportion unless otherwise requested prior to project commencement. The program will mark all reports, studies, audiovisual products for sensitization, brochures, and fliers with the USAID identity and USAID's disclaimer language as appropriate. Statements such as "support for this event is provided by the American people through USAID" will be clearly made in the publicity of all events financed by USAID. The USAID logo may be placed prominently at events, and USAID's identity and disclaimer language will be placed on reports as outlined below. The program will produce various materials, including reports, studies, audiovisual products, brochures, and fliers, which will be marked with the USAID identity and disclaimer language as appropriate. The program will also produce posters, banners, and other promotional materials that will feature the USAID logo and the Suaahara II logo. The program will use a variety of methods to promote Suaahara II and communicate with various audiences, including interpersonal communication, printed and illustrated counseling tools, posters, radio spots, contests, dramas, video, non-formal education materials, and local community drama and events. The program will work closely with the USAID Mission in Nepal to identify additional opportunities to increase awareness about the generous support of the American people for the program. The program will take advantage of all situations and media to properly recognize USAID and the American people for the contributions and achievements of the project.