The Moroccan government has developed a communication strategy for social and behavioral change to promote optimal nutrition during the first 1,000 days of life. This initiative, supported by the World Bank, aims to improve the health and well-being of children under six years old. According to the World Bank, only 35% of babies under six months are exclusively breastfed in Morocco. The strategy focuses on promoting healthy nutrition, prenatal and postnatal care, and exclusive breastfeeding.
The strategy, developed by the National Initiative for Human Development (INDH) in partnership with the Ministry of Health and Social Protection and the World Bank, will run from 2023 to 2027. It is based on behavioral sciences to understand how households make decisions. Rather than focusing solely on awareness campaigns, the strategy addresses practical and social obstacles that influence behavior. The approach involves a multi-channel campaign, including television, radio, social media, and community outreach.
The strategy has four main objectives: raising awareness about the importance of the first 1,000 days, promoting healthy maternal nutrition and quality prenatal and postnatal care, encouraging optimal breastfeeding, and promoting appropriate complementary feeding practices. A system of monitoring and evaluation has been put in place to assess the results and make necessary adjustments. The World Bank emphasizes that sustainable progress relies on the adoption of healthier practices by informed and autonomous families.
The strategy involves healthcare professionals and community leaders as trusted intermediaries, helping families to translate recommendations into daily practices. A Massive Open Online Course (MOOC) has been designed to equip them with the necessary tools, covering the first 1,000 days, behavioral sciences, and counseling techniques. This approach aims to transform social norms around maternal care, infant feeding, and early childhood stimulation.
Morocco has launched a national campaign, "The First 1,000 Days," to raise awareness about the critical importance of this period. Additional thematic campaigns have been deployed to address specific priorities, such as maternal nutrition, prenatal and postnatal care, and complementary feeding. These campaigns have reached over 10 million people in urban and rural areas.
The World Bank notes that Morocco's experience shows that sustainable change requires more than expanding healthcare services; it also involves engaging families and communities in the process. The strategy seeks to empower families with the knowledge and support needed to make informed decisions about their children's health and well-being.
The implementation of this strategy is crucial, given that only 66.5% of women receive qualified prenatal care during the first trimester of pregnancy. Key stakeholders, including healthcare professionals, community leaders, and families, will play a vital role in promoting healthy behaviors and supporting the development of young children.
Key points
- Morocco's strategy focuses on promoting healthy nutrition, prenatal and postnatal care, and exclusive breastfeeding during the first 1,000 days of life.
- The strategy involves a multi-channel campaign and engages healthcare professionals and community leaders as trusted intermediaries.
- The approach aims to transform social norms around maternal care, infant feeding, and early childhood stimulation.
