Alive & Thrive (A&T) applied principles of social franchising within the government health system in Viet Nam to improve the quality of interpersonal counseling (IPC) for complementary feeding (CF).

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

By mapping the mechanisms through which interventions are expected to achieve impact, program impact pathway (PIP) analysis lays out the theoretical causal links between program activities, outcomes, and impacts.

Seven posters are placed in health facilities to reinforce messages received during counseling.