The objectives of the paper are :To highlight the environmental barriers on the way to promotion of food fortificationTo elaborate on the mechanisms followed for policy advocacy with public and private systemTo share the failure and success stories of policy advocacy
This is a descriptive paper which elaborates on the journey based on documentation of the procedures followed for advocacy and the hurdles faced and addressed by the implementers to advocate their issues with public and private partners. Evidences have been included to demarcate the role of social marketing, quality check mechanism, production and distribution, training and sensitization of all stakeholders to build enabling enviromment for advocacy.
After facing many challenges, the implementers were able to favourably advocate their cause with the public system. The state dairy corporation was convinced for preparing and selling milk fortified with Vitamin A and D at their distribution centers. Similarly public distribution system (PDS) – which provides flour to poor people at subsidized cost was also persuaded for provding flour fortified with Iron, folic acid and Vitamin B12 at PDS. Similarly, oil companies were contacted to prepare and sell oil fortified with vitamin A and D. While the implementers could succed in advocating the cause of food fortification more with private partners for oil fortification, they did not get much success with established brands of flour companies.
Policy Advocacy is an important milestone in promotion activities. SBCC theory very well communicates the importance of enabling environment and advocacy. All public health programs need policy advocacy