Sidoarjo in East Java is a region of Indonesia with particularly poor child nutrition, distinguished by their largely rice-based diet and predominantly rural population. The Global Alliance for Improved Nutrition, in partnership with behavior change researchers at the London School of Hygiene and Tropical Medicine, carried out formative research to explore infant and young child feeding behavior in the region, and to understand its underlying motivations. These insights were used to develop an innovative program focused on changing behavior linked to breastfeeding, complementary feeding and snacking. We used a combination of established and innovative research methodologies together with a creative process and worked closely with the Indonesian Health Department and a local advertising agency to ensure that the insights from the formative research were translated into an innovative, effective television advertising campaign. This case study describes the methodology and the outcomes of the formative research, as well as the creative process of translating the formative research into television commercials and community activation. Although social, cultural and behavioral circumstances are unique to different countries, regions and localities, the conclusions we have drawn may contain some universal truth, and we hope will inform behavior change programs in other high burden contexts.
A GAIN formative research and design study