Mekhala designed and implemented a behaviour change communication (BCC) campaign supporting early childhood development and nutrition in rural Cambodia, reaching more than 1.5 million people through a mix of print, broadcast, video, and in-person engagement. The campaign, “My Good Husband, My Smart Children,” addressed stunting and caregiving practices through a culturally grounded, multi-format storytelling approach, with a particular focus on shifting gender norms around shared caregiving responsibility.

Our Role

• Developed a 10-title illustrated storybook series with companion audio narrations, translating early childhood development messages into culturally resonant stories for families in Kampong Thom and Preah Vihear provinces.
• Delivered five radio talk shows, ten soundbite announcements, and a series of short video demonstrations to extend key messages across broadcast and community media.
• Organised two public engagement events in Siem Reap province — at Heritage Walk Mall on 1 April 2023 and in Chikreng district on 8 April 2023 — drawing nearly 470 attendees combined and driving visible community participation in early childhood health messaging.
• Conducted multiple rounds of qualitative field testing and facilitated validation workshops with relevant government ministries — education, health, social affairs, and women’s affairs — to confirm message clarity and cultural resonance before launch.