Describes how Alive & Thrive is building regional and national momentum for infant and young child feeding (IYCF) policies in seven Association of Southeast Asian Nations (ASEAN) countries in Southeast Asia.

Catalogs and provides electronic links to resources developed in Viet Nam to improve the quality of counseling on infant and young child feeding through three types of support groups.

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.

Outlines the 6 steps used to design A&T’s “talking babies” mass media campaign in Viet Nam, discusses the behavioral theory and research behind the strategy, and presents the results.

Describes Alive & Thrive’s use of available channels of mass communication to reach masses of people with persuasive, consistent messages; the distinctive features of the approach; and the results and lessons in 3 countries.

Presents findings of a 2011 survey that serve as the baseline for the evaluation of the Viet Nam mass media campaign.