Optimal infant and young child feeding (IYCF) ensures young children the best possible way to start life. Breastfeeding is undoubtedly nature’s way of nurturing the child and creates a bond between the mother and the child.

Child malnutrition, however, is a huge public health problem in Somalia, negatively affecting the growth, development, and survival of young children. Many Somali children under the age of five have been affected by long term chronic and acute malnutrition and micro-nutrients deficiency.

To address the situation, Star Media Development Centre (SMDC) worked with Population Services International (PSI) to use media to promote and support IYCF activities.

The objective of this media campaign was to increase caregivers’ exposure to the necessary information and thus increase their knowledge of optimum infant and young child feeding practices.