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FHI 360’s Alive & Thrive program featured in Creative for Good resource launch

June 21, 2013

FHI 360 announced today that Talking Babies for Breastfeeding, a media campaign designed by the Alive & Thrive Vietnam program, has been selected to be featured in the launch of Creative for Good, a new online resource dedicated to sharing best practices in order to increase both the quantity and effectiveness of social marketing and communications efforts around the world.

The World Economic Forum, with support from the Ad Council and the public relations firm Ketchum, unveiled the Creative for Good resource today during a Cannes panel to promote creativity in social business. The session focused on what social marketers and the corporate sector can learn from each other in order to better promote social initiatives.  Stuart Elliott, advertising columnist of the New York Times, mentioned the Vietnam breastfeeding campaign in his June 19 article on Creative for Good.

FHI 360’s Alive & Thrive Vietnam program’s featured submission was created in collaboration with Ogilvy & Mather Vietnam. It is designed to encourage mothers to give only breastmilk to their children for the first 6 months of life, a practice recommended by the World Health Organization and other experts. Thinking their babies will be thirsty, many Vietnamese mothers give them water, exposing their children to infection if it is unclean. The “No Water” TV spot features a talking baby who directly addresses the practice of giving water to children under 6 months of age, stating: “Mom, I don’t need to drink additional water!”

“Global evidence shows that optimal breastfeeding, irrespective of nationality, is one of the best investments we can make for our children,” said Nemat Hajeebhoy, Program Director of Alive & Thrive’s Vietnam office.  Of the TV spot, she said, “These are more than just cute babies talking. Our campaign strategy builds on market research and a deep understanding of what motivates moms. Since our campaign has been on the air, we’re pleased to see that more mothers trust that their breastmilk is the only nourishment their infants need in the first 6 months of life. We expect the evaluation will confirm that our campaign has helped improve exclusive breastfeeding rates in Vietnam.”

The Creative for Good site launched with over 60 case studies — covering areas such as health, safety, education and the environment — representing a wide range of geographic areas, target audiences and social issues. The platform also features a how-to guide with research-based best practices for organizations planning or working on social campaigns.

View FHI 360’s Alive & Thrive Vietnam’s “No Water.”

Visit the Creative for Good website.

About FHI 360 ( FHI 360 is a nonprofit human development organization dedicated to improving lives in lasting ways by advancing integrated, locally driven solutions. Our staff includes experts in health, education, nutrition, environment, economic development, civil society, gender equality, youth, research, technology, communication and social marketing — creating a unique mix of capabilities to address today’s interrelated development challenges. FHI 360 serves more than 60 countries and all U.S. states and territories.

About Alive & Thrive ( Alive & Thrive (A&T), funded by the Bill & Melinda Gates Foundation, is a six-year initiative (2009-2014) to improve infant and young child nutrition by increasing rates of exclusive breastfeeding and improving complementary feeding practices. A&T aims to reach more than 16 million children under 2 years of age in Bangladesh, Ethiopia and Vietnam.

About the World Economic Forum ( The World Economic Forum is an independent, not-for-profit foundation that is supported by membership, drawn from leading global companies. It is not tied to any political, partisan or national interest. The Forum is "committed to improving the state of the world" through projects, initiatives and reports, and also through fostering dialogue on economic, geo-political and global issues.