The Communication Framework and Plan is a component of the National IYCF Strategy and its goal is to contribute to the reduction of undernutrition and death caused by sub-optimal infant and young child feeding practices. In Bangladesh, as in many other countries, social communication plays a significant role in achieving program objectives. This communication framework and plan outlines the role of communication in demand creation for basic services and in the adoption of key life saving behaviors and bringing about social norms change related to IYCF. The plan sets out actions for reaching mothers and families through interpersonal and mass media channels and creating an enabling environment for them to adopt healthy behaviors through social actions and supportive policies.