In Ethiopia, we issued a call to action for improved child feeding practices by partnering with various of the nation’s most beloved vocalists to create a powerful music video that aired across TV and radio. Using a catchy tune and footage of the Ethiopian landscape and people, the song became a national hit, holding the #1 spot longer than any previous track in the country’s history. Leveraging a catchy tune and footage of the Ethiopian landscape and people. The message was clear: feeding is a shared responsibility. This anthem challenged harmful cultural myths that place the burden of child nutrition solely on mothers. Through human-centered design, we went where families are — by leveraging the power of music and local voices, engaging mothers, fathers, and elders to spark a movement for better child feeding practices.
We helped normalize optimal feeding behaviors by promoting healthy feeding practices and debunking myths that hinder them. We inspired a nationwide conversation, creating real impact that meets the people where they are—with empathy, creativity, and culture.