Issue Communications

Improving Child Nutrition

With Alive & Thrive


01 / Background

Alive & Thrive is an international initiative to save lives, prevent illness, and ensure healthy growth and development through improved breastfeeding and complementary feeding practices. The initiative centers on the critical importance of good nutrition in the first 1,000 days of life—from conception to two years of age—to enable all children to lead healthier and more productive lives. GMMB leads the advocacy efforts of this multi-year initiative.

2009 - present
Creative Content / Digital / Movement Building / Public Relations

02 / Strategy

In Bangladesh and Viet Nam, GMMB designed and implemented multi-year strategies that included research into behaviors and opinions among opinion leaders; developing and disseminating compelling evidence-based messages and materials; orchestrating coalitions of in-country and international partners; building relationships with influential media outlets and journalists; and ultimately winning the support of key politicians and policymakers.


03 / Work

In Bangladesh, our media-driven strategy focused on building capacity and understanding of the issues. The comprehensive media engagement program in Bangladesh included in-depth trainings for journalists, long-term journalism fellowships, expert issue briefings, mentorships with senior members of the media, and site visits for reporters to see first-hand the impact of nutrition programs on families.

In Viet Nam, our team worked closely with national-level partners to bolster advocacy efforts and strengthen the policy environment at the national and sub-national levels for early child nutrition.


04 / Results

In Viet Nam, GMMB’s work with partners led to landmark policy changes when the National Assembly voted to expand paid maternity leave to six months and tighten restrictions on advertising for breast milk substitutes. Both policies passed with more than 90 percent of the vote.

GMMB’s work with the media in Bangladesh resulted in more than 200 broadcast, print, and magazine stories as well as numerous television interviews on the impacts of early child undernutrition. The program was credited with both increasing in-depth reports on child nutrition and raising the visibility of the issue among policymakers.