Social marketing : Vitamin A-rich foods in Thailand -- a model nutrition communication for behavior change process

This report describes the project process and highlights the valuable lessons learned over the course of this successful project, which significantly improved knowledge, attitudes, and practices in the target area and substantially upgraded the vitamin A and nutritional status of the targeted population. The project"s potential for sustainability is strong, as seen in the behavior of local officials who have integrated food and nutrition activities into their routine schedules. More specifically, this report describes how the many steps in a nutrition communication project can come together in a participatory effort based on two-way communication among project personnel, local officials, and community members. Emphasis is on the balance between interpersonal action projects and media activities, since both are needed in a complete nutrition communication program. Part I presents the project"s six stages (preliminary research; project design; formative research and audience segmentation; communication and program development; program implementation and monitoring; and evaluation), while a brief part II highlights lessons learned: successful nutrition communication programs require an integrated concept of nutrition, including both biomedical and behavioral perspectives; they must be participatory and interactive, combine nutrition messages with concrete actions, and develop a variety of activities that meet the practicalities of village life. Includes bibliography and numerous photographs.