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.

Created by UNICEF, WHO, the Ministry of Health’s