Modern Kitchen Campaign, Bangladesh

The Clean Cooking Alliance (Alliance), government agency SREDA, Social Marketing Company and Purplewood implemented a campaign, between 2016 to 2019, for promoting clean cooking products in Bangladesh. The campaign aimed at increasing awareness and adoption of clean (energy-efficient and low emission) cookstoves and clean fuels like LP gas, wood pellets. The campaign also promoted a retained heat cooker, piloted by GIZ Bangladesh.

The campaign aimed to expand the stove-continuum to accommodate improved cookstoves and efficient fuels e.g. LPG, wood pellets. All thirteen products were brought under a category-brand, styled ‘Modern Kitchen’. The big idea was, “Times have changed, change your kitchen.” A social norming approach was also adopted, showing that forward thinking households were upgrading their kitchens, and minding the health of the cook (usually the female household head).

The campaign used radio, print, billboards, rickshaw branding, interpersonal communications (IPC), community-theater, movie-screenings, and fairs. Also used were bulk SMS, helpline and geo-targeted Facebook marketing. All materials were pre-tested in the field and fine-tuned before deployment. In each case, usage situations of clean cooking products were highlighted.

The key pitch was a soap-opera style, over-the-top family drama, screened outdoors. In the story, a flamboyant man realizes that – despite his clothes and gadgets – his meek older brother is more modern; because a truly modern man protects his home and family. Multiple product usage and maintenance videos were produced. To create hype, ‘kitchen makeover’ activities were carried out in 16 locations.

For women, the campaign went into playgrounds and yards. In the street theater performance, the heroine was a young ‘Modern’ new-bride who tries to clean up her in-laws’ kitchen. A TV celebrity endorsed HAP messaging, and starred in a mock Teleshopping Program about stoves. Outreach workers carried videos and materials to households and conducted IPC sessions.

Over 300 days of SBCC activities reached an estimated 1.6 million unique individuals. Online video views totalled 550,000. Final evaluation, carried out by Berkeley Air Monitoring Group, showed a ~40% increase in brand awareness. Nearly 15000 units of clean stoves and fuels were sold during the campaign period.

Source: Purplewood Limited

Date of Publication: November 16, 2021

Sexy, Smart, and Safe Campaign Armbands

The goal of the package of HIV Prevention SBCC Media Materials is to reduce HIV incidence among sex workers (SWs) and their partners and to empower SWs to individually and collectively take steps towards their own protection. The purpose of the package is to: 1) provide SWs with the information they need to make informed choices related to STI and HIV prevention, personal safety, and the law, 2) build individual and collective efficacy around STI and HIV prevention and personal safety practices, 3) increase dialogue among SWs on these topics, and 4) reinforce communication and interventions related to personal safety and HIV prevention. This is based on the assumption that an increase in knowledge, self-efficacy, and dialogue can help SW better deal with the multiple barriers to HIV prevention they are facing. These armbands were worn by participants in the program.

Source: FHI 360

Date of Publication: August 9, 2021

BIDA Solusyon sa COVID-19 Campaign Materials

BIDA Solusyon sa COVID-19 campaign is a nationwide campaign that simplifies the citizen’s tasks into 4 letters — BIDA (hero), and encourages them to take an active role in the fight against a common enemy: COVID-19 (the “contrabida”).

The campaign encourages people to #BIDASolusyon (Be The Solution) by following 4 BIDA behaviors:

  • B – Bawal walang mask (Don’t go out without a mask)
  • I – I-sanitize ang mga kamay, iwas hawak sa mga bagay (Sanitize your hand, avoid touching things)
  • D – Dumistansya ng isang metro (Keep your distance of 1 meter)
  • A – Alamin ang totoong impormasyon (Know the right information)

The campaign materials include TV commercial, radio commercial, print materials such as posters, billboards, signages, and decals, newspaper ads, social media cards, broadcaster’s manual, and hygiene kit. The hygiene kit has bath soap, laundry soap, fabric mask, toothbrush, toothpaste, sanitary napkin, shampoo, nail cutter, dishwashing liquid, and BIDA kit bag with BIDA, DOH, and USAID logos.

This campaign was developed and implemented through the collaboration of USAID Philippines, Breakthrough ACTION team, and Department of Health, and in partnership with other public and private partners.

It is a multimedia campaign to maximize reach and enable behavior.

For implementation purposes, there are the following:

The following materials are included in the campaign:

Source: Breakthrough ACTION/Johns Hopkins Center for Communication Programs

Date of Publication: March 16, 2021

B’more for Healthy Babies – Novelty Items

B’more for Healthy Babies was launched in response to the high infant mortality rate (IMR) in Baltimore City – historically one of the worst in the nation. The initiative works through more than 100 partner agencies to implement a comprehensive program of improved policy, increased access to services and behavior change in communities and families.

Since this initiative was formally launched in 2010, the IMR has dropped consistently. In 2012, the rate reached a significant milestone – 9.7 deaths per 1,000 live births, a record low for Baltimore City. The disparity between the IMR for white and black infants has dropped by 40%. CCP has been instrumental in developing citywide campaigns on safe sleep practices for infants, smoke-free environments, and family planning. Highlights include the production of a powerful SLEEP SAFE video that is shown to all women delivering at a birthing hospital – a key decision making point for adopting safe sleep practices.

There were several health issues for which CCP worked with other partners to produce SBCC materials: safe sleeping, no-smoking near babies or pregnant women, and infant health.

These items were part of the campaign on safe sleep.

Source: Johns Hopkins University Center for Communication Programs

Date of Publication: March 25, 2019

Complementary Feeding Wheel

The complementary feeding wheel is an interpersonal communication tool designed for low literate community mobilizers to talk to family members about how to feed their child.

The wheel spins to three settings where the display window shared information related to a specific age range. The age specific information is how much to feed a child and encourages diversity and appropriate food consistency.

Source: Johns Hopkins University Center for Communication Programs

Date of Publication: March 25, 2019

Future Worth Planning Logo

This logo was part of the Healthy Women Ukraine Program. It reads “Future Worth Planning.”

Source: Healthy Women of Ukraine Program

Date of Publication: March 25, 2019

Get It Together Branded Materials

These are attractive communication materials developed by the Nigerian Urban Reproductive Health Initiative (NURHI). They are everyday use items and are conspicuiously branded with the Get It Together Logo and family planning messages to create awareness. Included: bag, T-shirts, umbrella, bumper sticker, pins, danglers, vests.

Source: Johns Hopkins University Center for Communication Programs

Date of Publication: March 25, 2019

Nepal CRS FP Products

The Nepal Contraceptive Retail Sales (CRS) Project was established in July 1976. Its status was formally acknowledged by the Ministry of Finance in 1978. Financial support was provided by USAID through Westinghouse Electric Inc, USA. The social marketing of Dhaal, Nepal’s first male contraceptive, was inaugurated in 1978.

From 1984 onwards, the CRS/MCH project was represented by a bold logo – a boy and a girl nurtured within the protective hands of their parents. Today, CRS is managed by local Nepalese staff and governed by an independent Board of Directors. It is the only social marketing company working as a not-for-profit organization in Nepal.

CRS Company developed various Family Planning, HIV/AIDS and STI Prevention, Child Health, Maternal Health and other health related materials.

Details on CRS Company can be found going through its web site:

Source: Nepal CRS Company

Date of Publication: March 25, 2019

Pata Tohara (“Get Circumcised”) Novelty Items, Billboard

In 2011, the Tanzania Communication and Capacity Project, TCCP), along with JHPIEGO, designed a campaign to increase the rate of voluntary male medical circumcision (VMMC).

The project aimed at sharing the following messages about VMMC:

  • Relative advantage – why it is better than not beingvcircumcised
  • Compatibility – how VMMC fits with the lifestyles of each target audience, and is appropriate for both younger and older men
  • Complexity – that VMMC is easy and safe

TCCP developed a new “age-aware” communication strategy that divided the primary target audience into two groups: one for boys and young men aged 10-19 years, and another for men age 20-34.

The chosen creative concept focused on a call to action – Pata Tohara (“Get Circumcised”), and highlighted the key benefits found to be most appealing to target audience members: circumcision provides protection and enhances


The attached signs, billboard, logo, and sticker were produced as part of the campaign.

Source: Johns Hopkins University Center for Communication Programs

Date of Publication: March 25, 2019