Kenya (2013): Evaluation of the Nutrition Food Fortification Communication Campaign. Round [2].

Malnutrition is a global challenge that affects billions, with most developing countries being affected by under-nutrition. In fact, malnutrition accounts for 11 percent of the global burden of disease. The need to address malnutrition is a critical step towards attaining the health-related MDGs. The Food Fortification Social Marketing and Communication Project funded by the Global Alliance for Improved Nutrition (GAIN) was implemented between April 2011 and October 2013. The aim of the project was to: 1). increase consumer awareness and demand for fortified foods; and 2). stimulate and increase industry participation in fortifying staples/food products through actively promoting fortified brands. At the program onset, a formative study (qualitative in nature) was carried out to provide baseline data on the level of knowledge and practice of fortified food consumption in three selected regions (Nairobi, Mombasa and Kisumu) in Kenya. Part of the project interventions included mass media communication and other on ground activities (road shows) geared towards improving people™s knowledge and practices around use of fortified foods, with a special focus on urban and pre-urban residents. In this regard, PSI/Kenya, conducted a message recall survey to determine the effectiveness of the communication whose target was urban and peri-urban residents. The study targeted women and men of ages 18-49 years with a bias towards caregivers of children under five in three cities of Nairobi, Mombasa and Kisum u. 1.1 Survey Objectives The main objective of this survey was to evaluate the level of messaging recall and positive action taken (purchase of fortified foods) after the communication activities amongst our target audience. The following specific objectives were evaluated: i. The proportion of consumers who recognize the fortification logo ii. The proportion of consumers who associate the logo with œhealthier foods iii. The proportion of target audience who actively buy and ask for fortified foods iv. The extent to media exposure to the food fortification communication v. The general knowledge on good nutrition and food fortification