B.C.C CAMPAIGN FOR FORTIFIED SUNFLOWER OIL

Our Work .

Community Activations

Why the campaign?

• Promotion of E voucher system that would generate interest and consumption of fortified Sunflower oil.

• There is a need to clarify misconception and myth about fortified food products (Fortified Sunflower oil) in targeted societies.

• Need for a standardization and well-controlled production process and final product to ensure sustainability of quality and consumption of fortified Sunflower oil.

• A need of capacity building to the SME’s on nutrition and product improvement aspects as well as E voucher application.

• Increase knowledge about the availability and benefit of fortified sunflower oil.• There is a need to clarify misconception and myth about fortified food

products (Fortified Sunflower oil) in targeted societies.

Objectives .

• Increasing households (HH)/consumer awareness (lactating mothers and children under 5)on the benefits of Vitamin A and demand creation for fortified Sunflower Oil

• Creating enabling environment where there will be ownership and active involvement and support of all relevant government agencies at all levels

• Improving fortified Sunflower Oil supply by stimulating and increasing industry participation in trainings for production and retail personnel. This in return will facilitate availability, informed response to uninformed customers, and eventually improve consumption.

• Introduce E- Voucher to the public

Campaign Approach .

• A three-tiered approach focusing on three main components that support and reinforce each other

1. Community based initiatives 2. Reinforcement initiatives3. Enabling environment

Each tier has a set of activities making a total of seven key programmatic activities .

• Campaign material development• Mobilization and training for Community based gatekeepers • Mid media activities • Local government initiatives• Mass media activities focusing on regional/ local media

houses• Improved interpersonal communication at health facilities• Point of sale and production materials and activities.

COMMUNICATION STRATEGY APPROACH

• Our communication strategy is divided to two phases;

Phase One:

• Here we will focus mainly in creating awareness on food fortification concept and benefit of Vitamin A in fortified Sunflower oil to all key gatekeepers.

• SME’s support mechanism will be developed at this phase from pricing, distribution, promotion, packaging and branding of fortified Sunflower oil brands.

Phase Two .

• Introduction of E-Voucher.• Promotion of E-Voucher towards purchase of fortified

Sunflower oil at subsidized price.• Application of reinforcement tactics that would cement

adaptation and consumption.

Rationale for 2 Phases Campaign .

• First, we focus on creating awareness of fortified food concept and benefit of Vitamin A in fortified sunflower oil before the introduction of e-voucher in phase two, this will give the communities the time to process and understand messages and overall understanding of benefits of consuming fortified Sunflower oil.

Adoption Curve VS Five Stages in the Decision Innovation Process.

TACTICS .

SMS/ MOBILE PLATFORM .

• This platform can be used and applied in various of ways include but not limited to

1. Fortified Sunflower Oil suppliers’ help line.2. Medium for clarification on variety of myth and

misconceptions though bulk push messages. (Health Facility Workers, Suppliers, Produces etc)

3. Fortified Sunflower oil vendors’ medium for application of E vouchers.

4. Direct and immediate channel for intended community, sex or age group message dissemination.

RADIO SPOTS & HEALTH-TALK SEGMENTS .

• Radio has highest level of penetration.• Will be used to explain and enlighten listeners

on benefits, clear out myth and misconceptions, take live calls for a Q&A session on weekly basis.

• This can also play a crucial role in the promotion of locally made food products (staple foods) that are fortified or rich in Vitamin A.

• Radio spots will complement these efforts with key messages, slogans and catchy jingle.

SCHOOL ACTIVATION PROGRAMS .

• These activations are intended to educate and disseminate key information, materials and call to action to students in primary schools, turning them into change agents and ambassadors.

ENDORSEMENTS AND TESTIMONIALS .

• An endorsement campaign on electronic and print media featuring local heroes and public figures relevant to intended communities.

TRAINING .

• Local government authorities so they can be able to support the project and endorse the E voucher system.

• Sales team so they can be able to understand the workings of E voucher system and communicate benefit of fortified Sunflower oil to the wholesalers and retailers.

• Gatekeepers so they can be able to prevent any backlash arising from the myth and misconceptions over fortified Sunflower oil products.

CLINIC ACTIVATIONS .

• Mothers will be educated, trained and sample fortified Sunflower oil products (Mandazi, Chapati etc), ask questions to health facility workers and see samples of well-packaged fortified sunflower oil for reference purposes.

INDICATORS .

Output indicators .

• Number of oil producers producing fortified Sunflower oil.• Number of oil producers that have updated packaging and

labeling to the new product.• Number of specific retailers distributing fortified oil.• Number of advocacy meeting conducted.• Number of stakeholders engaged on advocacy meeting (by

their status).• Number of SMEs engaged in fortification of Sunflower oil.• Number of SMEs qualified for the NFFA Fortification logo.

Intermediate indicators .

• Number of unique users using electronic voucher system.• Number of the people (families) that have ever bought

fortified sunflower oil.• Number of the people currently consuming fortified

Sunflower oil.• Number of people currently consuming fortified

Sunflower oil [from cotton seed oil-Shinyanga]• Number of the people that have recommended the use of

fortified oil to other person

 Long term indicators .

• Percentage improvement of nutritional status both macro and micronutrient deficient• Pregnant women and lactating mothers

(micronutrients)• Children under age of five years (weight for age,

weight for height and height for age0 both macro and micronutrient deficiencies

• Increased level of household income

CONCLUSION .

WE ARE READY!!