ZMQ has developed an interactive smart-phone based application on complementary feeding for BBC under their Ananya program. The whole program was done as gaming application with simulations and animations. The objective of the campaign is to create an interactive Android App which uses all the basic information and video clips from the TV Ad and uses it to create an interactive App to convey message on Complementary Feeding to thousands of women who are unable to come to the mobile Van.
The volunteers or the promoters will carry a Samsung Tablet and with an approach a couple of women at a time. Typically these women are illiterate, coming from backward sections of society and will be living on the fringes of the village. The app to be designed will be on this tablet and the promoter will take the women through this interactive programme. After six months of age, infants should start receiving complementary foods in addition to breast milk. This transition from exclusive breastfeeding to addition of semi-solid and solid foods in an infant’s diet is referred to as complementary feeding. The period from birth to 2 years of age is the ‘critical window’ for the promotion of optimal growth, health and development. Inadequate complementary feeding can impact the physical and cognitive growth (state of persistent/recurrent ill-health, low immunity to fight disease) in infants and young children under the age of two years.