Anemia is a major global public health problem with the highest prevalence in Central and West Africa, where almost 1 out of 2 women of reproductive age have anaemia. A Knorr branded school- and community-based behaviour change programme called “Follow in My Green Food Steps” has been developed in Nigeria to improve iron intake. The programme focuses on teaching mothers and their daughters to cook with iron-rich foods, including green leafy vegetables and Knorr iron-fortified bouillon cubes, by employing multiple interactive media channels.
The programme was developed around the insight that both mothers and daughters are hoping for a better future. Additionally, the strong relationship between mothers and daughters was used to influence generational cooking behaviour change. The programme used a similar framework to Lifebuoy, which used a trusted brand as a key part of a programme to drive handwashing behaviour change. The program involved mobilisation of social support, the use of role models, self-regulation techniques (i.e., creating the intention, setting a goal, monitoring behaviour and reviewing of the behavioural goals) and behavioural prompts/cues. The programme was supported by various media activities (e.g., an induction event, a radio drama, sms messages, interactive voice recording, door-to-door interaction, resident cooking events led by chefs for mothers groups).
The programme ran from October 2015 until the end of January 2016. A baseline study found that knowledge of importance of eating green leafy vegetables was high, yet regular consumption was low. The impact on brand perceptions, individual elements, effectiveness as well as claimed behaviour change will be presented at the conference.
Implications of the programme will be discussed in terms of the impact of branded behaviour change on public health and (dis)advantages of private-public partnerships to scale up behaviour change programmes.