APPROACH AND METHODOLOGY
Building off lessons learned through previous public awareness/advocacy campaigns, the nutrition community has a unique opportunity to harness recent momentum (specifically given Secretary Hillary Clinton's championing of 1,000 Days) to build a robust constituency that can advocate for sustained political will and increased resources for nutrition interventions.
Kicking off in the U.S., GAIN's Future Fortified campaign will engage Americans in the global nutrition challenge through a three-part call to action: invest, inform, and influence.
1. Invest in sustainable, innovative market-based approaches to address malnutrition.
2. Inform yourself and your (online) community about under nutrition.
3. Influence your policy makers to ensure improved nutrition is a global priority.
This is a new type of philanthropy; funds raised through individuals, private sector and organizations will provide investments (not traditional one-for-one donations) into improving supply, demand and the enabling environment for nutritious foods and supplements, ensuring that vulnerable populations at the base of the pyramid have access to affordable nutrition on a regular basis, resulting in sustainable, long-term impact.
The focus of the campaign will be on home fortification: a simple, innovative, and proven way to ensure the most vulnerable families have sustainable access to improved nutrition by simply adding essential vitamins and minerals into meals prepared in the home. This will serve as an entry point to engage new audiences in the issue of under nutrition, and will open the door for numerous approaches beyond home fortification. GAIN will leverage several tactics to build the first-ever mass constituency for global nutrition, including innovative social media outreach, cause merchandise, diverse partnerships and champions, among others.
GAIN is launching Future Fortified with initial commitments from several key partners. Given the current and urgent need for nutrition interventions in response to the underlying malnutrition concerns in the Horn of Africa, GAIN has rallied its Business Alliance members (also a previous CGI commitment) for immediate impact. DSM, a leading producer of vitamins and mineral premix, and Herbalife, a leading nutrition company, are making a joint commitment of 20 million sachets of micronutrient powder for distribution in targeted provinces in Ethiopia and Kenya to reach up to 400,000 women and children with the critical nutrients they need for long term health and development.
While these commitments are product and funding contributions, they illustrate the potential for GAIN's Future Fortified campaign to serve as a platform for private sector, foundation and individuals to quickly and directly engage in helping the most vulnerable, pregnant women, new mothers and young children, to gain access to the critical nutrients they need to grow and thrive in the immediate and over the long term.
IMPLEMENTATION, TIMELINE, AND DELIVERABLES
Home fortification through products such as micronutrient powders is a proven, cost-effective way to improve the health and well-being of mothers and children. This approach of easy-to-use small sachets meant for use 2-3 times a week provides critical nutrients, such as vitamins and minerals, which can be sprinkled on foods prepared in the home to make up for any nutritional deficiencies in a mother and young child's (6-24 months) diet. These products put the power of securing the good health of babies where it should be, in the hands of mothers, and in a way that celebrates local foods rather than replaces them.
GAIN is working with the World Food Program, one of its key institutional partners, on the distribution of the micro nutrient powder sachets to vulnerable populations in the region. Per GAIN's discussions with WFP, they will have a need for these micro nutrient powders in Q1 2012. As such, DSM and Herbalife will go into production and the products will be shipped in the next 2-3 months to arrive in the region for distribution early next year. Working with WFP, they are identifying host communities (Ethiopians living alongside refugee camps) for the distribution and education of these products, as the host communities are particularly malnourished given prolonged food insecurity. Oftentimes these host communities do not have access to the same level of services available in the refugee camps, making these populations quite marginalized. In addition, in viewing the current crisis holistically, they are also exploring the possibility of distribution via other local partners in Kenya, particularly in urban and peri-urban settings, where the ripple effect of the crisis is being felt and where chronic malnutrition is affecting over 40% of children under five. The GAIN East Africa Premix Facility (a 2011 CGI commitment) will be leveraged as a central staging space for these sachets.
The sachets will target pregnant women, lactating women and children (between 6 and 24 months) - those vulnerable populations within the 1,000 day window in which good nutrition helps ensure healthy pregnancies and proper physical and cognitive development for children, ultimately determining their health and well-being.
Future Fortified Campaign 2011-2012:
Future Fortified Campaign Public Launch - September 2011 CGI/UN Week
Campaign Roll Out with Kenya Call to Action - post CGI through mid-October 2011
Shopping Fortified Launch - October 2011 (mom/baby cause merchandise program)
Social Media Blitz - October 16 2011 (World Food Day)
New Partner Launch - November 2011 (Thanksgiving)
Holiday Giving Push with Champions - November and December 2011
Campaign Review and Planning for 2012 - December 2011
Observation Trip to Kenya and Report Back - Winter 2012
Launch Country 2 Appeal (South Africa) - Spring 2012
Partnership with Champion on Shopping Fortified - Spring 2012
Potential Facebook App - Spring 2012
Mid-Year Review - Summer 2012
DSM and Herbalife Micronutrient powder production and shipment - October 2011 to January 2012
World Food Program Distribution to vulnerable populations in Ethiopia and Kenya - January 2012 to June 2012
Impact Analysis - Summer 2012
Despite the fact that under nutrition is ubiquitous (over 2 billion people around the world are undernourished), it has been an issue that, until recently, has remained often overlooked. While malnutrition remains the world's most serious global health problem and the single biggest contributor to child mortality, historically nutrition has been everyone's problem and no one's solution. According to UNICEF, nearly one-third of all children in the developing world are either underweight or stunted. In 2008, the Lancet reported that malnutrition contributed to more than 3.5 million maternal and childhood deaths each year and was responsible for 11% of the global disease burden. Of particular importance is the 1,000 day window - from pregnancy to a child's second year of life - when proper nutrition is critical to ensure women are well-nourished for a safe and healthy pregnancy and children get the nutrients they need for proper physical and cognitive growth. According to the 2008 Copenhagen Consensus, a well-nourished child is more likely to complete her education, have a higher IQ and earn up to 46% more in her adulthood. Nutrition is one of the most fundamental and cost effective 'DNA' to enhancing the success of any development intervention.
In this regard, nutrition will either advance or impede global health and development priorities. Improving nutrition is a game changer for the global community. The world's top economists agree that improved nutrition is the best investment in global health and development and the World Bank estimates that the return on investment for nutrition interventions is as high as 200 to 1. With the price of food expected to rise over the coming decades, pushing millions more into the nutrition-poverty trap, there is an urgent need to develop new and innovative approaches that augment proven strategies, creating a paradigm shift in the way we address malnutrition toward a more sustainable approach, particularly for the most vulnerable women and children in the critical 1,000 day period.
In response to and building upon the platform of Secretary Hillary Clinton's call to action in September 2010 to build greater awareness of the impact and cost-effectiveness of improved nutrition in the 1,000 day window, GAIN is building the Future Fortified campaign, the first ever campaign to engage the U.S. public in the global effort to reduce malnutrition through innovative, sustainable approaches and solutions. While there is currently no constituency for global under nutrition, GAIN believes that the power of an informed and engaged community can drive change through building and influencing political will and mobilizing new resources (e.g. lessons learned from the global HIV/AIDS and malaria communities).
Future Fortified is a platform for the public to learn about and catalyze action in support of the 1,000 days partnership. Future Fortified compliments and bolsters the 1,000 Days partnership and 1,000 Days Hub, launched by GAIN and InterAction in collaboration with the Department of State, which seeks to crowd-in NGOs and the private sector around tangible commitments in the 1,000 days window of opportunity. By increasing awareness of the economics, need and efficiency of these interventions and via the demonstration of related projects, GAIN seeks to leverage the Future Fortified campaign to catalyze global actors to scale up nutrition interventions for greater impact.