This paper describes an innovative behaviour change communication programme, implemented as part of the Baduta programme, including rationale and early impacts. Baduta was a multi-component programme developed by the Global Alliance for Improved Nutrition (GAIN), together with partners, to improve maternal and infant nutrition. It was piloted in two districts of East Java Province, Indonesia from 2013 to 2017.
Baduta’s behaviour change component was developed using the Behaviour Centred Design approach. It used multiple entry points, including mass media campaigns and interactive demonstrations for caregivers of young children and expectant mothers that were designed to tap into emotions, known as emotional demonstrations or "emo demos". This approach was complemented with several health systems strengthening activities including the revival of the Baby Friendly Hospital Initiative.
The formal evaluation of Baduta found significant positive effects on several infant and young child feeding practices, such as exclusive breastfeeding and diversification of children’s diets. The emo demos were a popular component of the programme and proved feasible and highly acceptable. Drawing on this evidence, phase two of Baduta is scaling up the emo demos approach to be implemented in the five most populous districts of East Java.
Behaviour change approaches that appeal to emotions to motivate change proved effective in Baduta. Such approaches are scalable and replicable in Indonesia and beyond and have potential to contribute to ending malnutrition.