National Vitamin A Communication Strategy and Demand Generation Activities

Cambodia's National Nutrition Program (NNP) has designed a national communication strategy to reenergise vitamin A communication activities, create standardised messages, correct misinformation, and build awareness among a variety of stakeholders, such as parents, communities, local authorities, health staff, and volunteers about the important role of vitamin A in protecting child health. The materials associated with this strategy consist of: in English, a "National Vitamin A Communication Strategy", and, in Khmer, a banner, 2 flyers, a poster, a sticker, and a television spot. The strategy, as detailed in "National Vitamin A Communication Strategy", is divided into 2 sections: section 1 "The Creative Brief;" and section 2 "The Operational Plan", which features 7 core components: mass media, communication materials, entertainment and edutainment, advocacy and national events, training and capacity building, partner coordination, and monitoring and evaluation.

This strategy is designed to support the Ministry of Health (MoH)'s goal by 2010 to reach 85% coverage of vitamin A supplementation for children 6-59 months and 80% coverage for post partum women. In the words of Professor Eng Huot, Secretary of State for Health: "For the successful implementation of the strategy there needs to be active involvement, interest and strong support from health staff at all levels, village volunteers, community leaders, NGOs [non-governmental organisations], donor organizations and the media. For the communication activities to be effective it is essential that the standard messages and materials be disseminated nationwide using a variety of communication channels and media..."

Technical support for the resources emerging from this strategy was provided by A2Z: The United States Agency for International Development (USAID) Micronutrient and Child Blindness Project, which began work in Cambodia in October 2006 to strengthen national nutrition capacity, facilitate the scale-up of nutrition interventions, and develop monitoring, reporting, and other information systems that help ensure quality services in government-led vitamin A supplementation, maternal and child anaemia prevention, and other micronutrient intervention areas. To access the full series of guidelines, tools, and training materials produced by A2Z in conjunction with Cambodia's NNP and other partners, click here.