CDFU partnered with the Ministry of Health (MoH) to implement a three months’ national campaign aimed at increasing awareness about fortified food products. The campaign was supported by the Global Alliance for Improved Nutrition (GAIN). The food fortification programme aimed to reduce micronutrient deficiencies by supporting large-scale fortification of vegetable cooking oil, wheat and maize flour. CDFU carried out the following:
• Developed an operational strategy to increase awareness about food fortification.
• Designed, produced and disseminated an A5 brochure, promotional sticker, wheel cover and radio spot. The materials were produced in English and six main local languages widely spoken in Uganda: Ateso, Luganda, Lwo, Lugbara and 4Rs (Runyankole/ Rukiga and Runyoro/Rutooro)
• Implemented the campaign on radio through radio spots and TV through talk shows and TV scrolls with key messages to increase awareness about food fortification
• Distributed Information, Education and Communication (IEC) and promotional materials to key stakeholders and members of the intended target audiences in Kampala, Wakiso, Mukono, Gulu, Arua, Mbarara, Fort Portal and Soroti
A quick assessment undertaken to determine exposure to the English campaign that was undertaken in three districts of Kampala, Wakiso and Mukono, revealed that overall, more than 56% of the respondents had heard about fortified food products in the last three months. Respondents who reside in Wakiso (67%) were more likely to have heard about fortified foods than their counterparts. Radio and television were the most common sources of messages with 64% and 63% respondents reporting exposure to the messages through these channels respectively. CBS radio station was most frequently cited as the source of messages on food fortification to the target audience while NTV was also the most cited TV station. Qualitative findings indicate that the campaign addressed the awareness gaps about fortified products. In addition, feedback from the Industries indicated that they had realised an increase in sales as a result of the awareness campaign. Radio was believed to have been more effective in disseminating messages on awareness creation about food fortification than TV since it is widely spread both in urban and rural locations.
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