Once we’ve fed the starving, the problem is over, right? WRONG!!!
This is a statement that really wakes up someone, whether they have an interest in nutrition or not. Whether they have knowledge in nutrition matters or not.
Nutrition seems to have gained momentum of recent, especially with the declaration of the Decade of Action on Nutrition by the United Nation from 2016, this should however not be the time to sit back and relax but rather we should maximise our time in the spotlight.
Advocacy and communication should be intensified but we know that with the limited resources available, the conversation around nutrition is usually held between a handful of like-minded individuals and organisations. The messages we are also sending out there are not sufficiently engaging for us to get help from other industries or sectors.
But fear not, experts in the nutrition sector have noted the historical absence of a compelling narrative for undernutrition, and have suggested the injection of commercial expertise to craft more engaging, effective narratives.
Weber Shandwick and M&C Saatchi World Services, two of the world’s leading creative agencies, have been commissioned by The Children’s Investment Fund Foundation (CIFF) and The Bill & Melinda Gates Foundation to create a new narrative for the nutrition community.
The agencies aim to identify an effective way to talk about nutrition, as well as provide open source, unbranded content that is adaptable and flexible for different country and audience settings, to support efforts within the nutrition field. By supporting the community in this way, the agencies aim to improve overall ability to conduct high-level and impact-ful advocacy. Organisations will be better-equipped to engage their priority audiences and achieve their advocacy objectives, putting nutrition firmly on the agenda in their countries and on the global stage.
Work is already underway and so far a Nutrition Narrative and Narrative User Guide are available for download below and watch this space for more
To all those passionate about furthering the nutrition agenda, these should prove to be very useful reading material. Brief but to the point.
written by Tracy L. Birungi