A New Nutrition Narrative

Weber Shandwick / Children’s Investment Fund Foundation (CIFF)


Half of deaths of children under age five are down to undernutrition. The Children’s Investment Fund Foundation (CIFF) needed to put undernutrition on the global policy agenda. Weber Shandwick with M&C Saatchi Worldwide consulted grassroots NGOs and produced a compelling narrative, bringing to life the possible outcomes of a child’s life – hope or jeopardy – depending on nutrition during the first 1,000 days of their lives. Our toolkit to help organisations advocate with policymakers, including a film and white-label content, has been accessed over 5,325 times, including by 35 African countries; our messages have been recognised by NGOs, policymakers and ministers from Nairobi to Washington DC.

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