Reframing maternal, infant and young child nutrition

The World Bank

A national SBC platform that made nutrition and caregiving during the first 1,000 days feel human, relatable and shared.

Role

Creative Lead / Art Director

LOCATION

Cambodia

FORMAT

National SBCC Campaign, Strategy, Brand Identity, Multimedia Toolkit & Community Activation

Challenge

Undernutrition continues to affect mothers and children in Cambodia, especially during the first 1,000 days from pregnancy to a child’s second birthday. The MIYCN Alliance needed one national behavior-change platform that could unite government, development partners and communities around essential nutrition and caregiving practices while encouraging shared responsibility for family well-being.

Approach

We developed Every Important Moment for Your Baby, a nationwide platform that reframed nutrition as an act of love and teamwork. A unified identity and storytelling system connected educational films, social content, community materials and a large family activation, using real Cambodian families and a trusted midwife messenger to combine emotional connection with practical guidance.

Nutrition as Shared Care

The identity framed nutrition as a relationship built through everyday care, reinforcing the campaign’s message that the first 1,000 days are a shared responsibility.

Different Families, Shared Responsibility

Stories from rural, peri-urban and urban households helped the campaign remain relevant across different living conditions without suggesting that care has only one correct form.

Outcome

The campaign created a cohesive national language for maternal, infant and young-child nutrition. By making healthy practices feel human, achievable and shared, it helped parents, caregivers, health workers and partners see the first 1,000 days as a collective effort built through everyday moments of care.