This study assessed the effects of incorporating social franchising on infant and young child feeding (IYCF) counseling facilities and services.

Lays out Alive & Thrive’s comprehensive approach for scale and impact through four components: advocacy, interpersonal communication and community mobilization, mass communication, and strategic use of data.

Describes Alive & Thrive’s use of counseling and community mobilization to personalize messages, demonstrate skills, and motivate; the distinctive features of the approach; and the results and lessons in 3 countries.

Provides the rationale for support groups, describes their design and implementation in Viet Nam, and summarizes lessons learned.

Provides information on feeding and child growth and space to record child’s developmental milestones. Distributed to mothers in nutrition franchises in Viet Nam.

This set of counseling cards used in community settings complements the larger set of counseling cards used in health facilities.