Original Mekhala illustration of the communication formats used in this campaign.
Mekhala developed and delivered communication materials and public activities for “My Good Husband, My Smart Children”, an early childhood development campaign in Cambodia. The work supported messages about nutrition, responsive caregiving and shared parenting responsibilities, with materials for families in Kampong Thom and Preah Vihear and public events in Siem Reap.
From caregiving messages to communication materials
The behaviour change communication (BCC) campaign used illustrated storybooks, audio stories, radio talk shows, soundbite announcements, short demonstration videos and printed materials. These formats gave families different ways to encounter and discuss the campaign’s caregiving messages.
Mekhala’s role covered creative development, materials production, audience testing, coordination of public activities and campaign reporting. The work also included consultation and validation with relevant government ministries.
Testing the story, language and format
Qualitative testing with caregivers examined how people understood and responded to draft materials. The process included focus group discussions and a later round of interviews, with attention to clarity, personal relevance and cultural appropriateness.
For example, early testing compared storybook covers, the balance of text and pictures, and different audio treatments. The testing notes recorded interest in familiar local details on book covers and manageable amounts of text. In one audio comparison, participants found the narrative version easier to follow than a fast announcement. These observations provided practical guidance for reviewing the materials.
This was feedback on communication design. It did not establish lasting changes in caregiving behaviour.
Public activities in Siem Reap
Mekhala organised two public events in April 2023: at Heritage Walk Mall on 1 April and at Kampong Kdei High School in Chi Kraeng district on 8 April. Activities brought the campaign’s stories and messages into an in-person setting.
Campaign records report 284 attendances at the first event and 184 at the second: 468 across the two events. This is a total of recorded event attendances, rather than a count of distinct people across the campaign.
What the reporting shows
Delivery reporting recorded event attendance and digital activity, including platform reach, video views and engagement. These measures describe different kinds of activity and may overlap; they cannot be added together to establish a total number of distinct people reached.
The case demonstrates materials development, audience testing and campaign delivery. Those outputs do not by themselves establish a reduction in stunting or a sustained change in caregiving practices.
Planning a behaviour change campaign?
Explore our development communications services in Cambodia for audience research, message testing and communication materials. Contact Mekhala with your programme objective, intended audiences, existing evidence, required languages and timetable.
