Objective
Improve Infant and Young Child Feeding (IYCF) in Tanzania by promoting exclusive breastfeeding, appropriate complementary feeding and proper nutrition for children under two years old.
FAO nutrition communication campaign
Campaign in a Box Lishe Bora Ni Mtaji
A national multimedia campaign designed to improve infant and young child feeding practices through clear information, trusted voices and accessible community support.
Campaign partners
The assignment
Nutrition guidance made visible, memorable and easy to access.
Approach
Use social behaviour change communication across mass media, digital channels, influencers, helplines, billboards, health facilities and direct community engagement.
PRISM’s responsibility
Develop and execute an integrated communication strategy that could carry one clear nutrition message across national media and local community touchpoints.
Our role
One strategy. Multiple ways to reach families.
Instead of treating each channel as a separate activity, PRISM connected media, content, support services and field engagement into one coordinated campaign system.
Social & mass media
Radio, television and social platforms carried consistent campaign messages to national and regional audiences.
Influencers & content
Trusted national and local voices translated nutrition guidance into relatable, platform-native content.
IVR helpline support
Call-centre agents were trained to provide practical nutrition guidance directly to parents and caregivers.
Outdoor & IEC distribution
Billboards, brochures, posters and digital resources extended the message into community and health-service spaces.
Campaign reach
The campaign moved across media and into everyday life.
The result was not one isolated media push, but a connected communication footprint spanning broadcast, digital, direct support and physical community touchpoints.
11.7M
Broadcast audience reach
22.6M
Social media reach
262.4M
Digital impressions
22,691
Nutrition support calls
323
Radio mentions delivered during the campaign.
106
Presenter mentions integrated into radio programming.
1,622
Social media posts published under #LisheBoraNiMtaji.
20+
National and local influencers activated.
Broadcast content
Radio made the message familiar.
Four radio stations and TBC1 carried campaign content, including five “Kaka na Dada” drama episodes and 32 television commercials. Listen to selected campaign audio below.
Mama na Mtoto — Episode 01
Campaign audioMama na Mtoto — Episode 02
Campaign audioMama na Mtoto — Episode 03
Campaign audioMama na Mtoto — Episode 04
Campaign audio
Digital impact
A nutrition message built for sharing.
The digital campaign combined high-volume publishing with influencer participation, allowing the message to travel through both official campaign channels and trusted personal voices.
22.6M
Users reached
262.4M
Total impressions
Film & episodic content
Stories designed to be watched, understood and remembered.
Forty-one videos were produced and distributed. The selected pieces below show the campaign’s mix of television advertising and episodic storytelling.
Broadcast across national and regional media.
Campaign content was carried through established stations with strong audience familiarity and regional relevance.
Beyond media
The campaign also created direct routes to information.
01
IVR call-centre training and community support
PRISM trained call-centre agents to provide reliable nutrition guidance, helping parents and caregivers move from campaign awareness to practical, personalised support.
28
Agents trained
22,691
Calls received
Direct
Nutrition guidance
02
Billboards and IEC material distribution
Outdoor placements and printed resources extended campaign visibility into seven regions across Tanzania Mainland and Zanzibar, while practical materials supported continued learning at health facilities and community hubs.
10
Billboards installed
40,020
Brochures distributed
342
USB resources shared
On-ground activation
Campaign messages became community conversations.
Field activity reinforced what audiences had already heard and seen, creating space for questions, demonstrations and practical nutrition education.
Health-facility engagement
Facilities in multiple regions reinforced campaign messages and connected nutrition communication with trusted health services.
Live activations and events
World Breastfeeding Week created a visible moment for live campaign activity and public participation.
Interactive nutrition education
Mothers and caregivers took part in practical sessions built around questions, shared experience and useful everyday guidance.
Visual archive
The campaign in the field.
Selected campaign executions across outdoor media, regional activation and community-facing communication.
Turn complex information into communication people can act on.
PRISM combines strategy, media, production and field execution to create campaigns that move beyond awareness.
Brief PRISM