The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2023 One Show - Design

Lesso Lessons

Agency Ogilvy Africa / Nairobi + Kenya Ministry of Health / Nairobi + Roto / Nairobi + Fluid Films / Nairobi

Client Roto & Kenya Ministry of Health


Craft / Illustration

Annual ID


About the Work

Background In Kenya, 26% of children under the age of 5 suffer from chronic malnutrition. A significant reason being that young mothers living in media-dark regions are unaware of the importance of breast milk and complementary feeding practices, particularly in the first 24 months of a child’s development. Our challenge was to find a relevant way of delivering proper education around postnatal nutrition without using forms of traditional media that have failed to do so in the past. The creative idea These women work long hours, carrying their babies on their backs in distinct, vividly patterned slings called ‘lessos’. These garments are passed down through generations as stories depicting wisdom. We turned these lessos into lessons in postnatal nutrition. 3 different lessos, one for each of the 3 stages in the first 24 months of a child’s development, serving as a daily guide and ready reckoner on raising a healthy baby. In partnership with the Ministry of Health Kenya, over 1 million data points were adapted from recent studies on postnatal nutrition into the design process, driving comprehension in a culturally relevant way. The designs drew influence from (and stayed true to) the traditional patterns of a lesso; a desirable and functional garment that served as a lesson for generations to come. Execution Roto, with their deep-reaching logistics and delivery capabilities, distributed the Lesso Lessons during health awareness drives conducted by certified healthcare professionals and the Ministry of Health at local community hospitals and clinics. Women were introduced to each Lesso Lesson, before receiving their own free lessos. Distribution drives were conducted across the following affected counties; Central, Eastern, North Eastern, Rift Valley, Coast, Western, Nyanza and Nairobi regions, facilitating education for over 1 million mothers before the end of 2022. Results Lesso Lessons are facilitating education for 1 million mothers, therefore reducing the risk of malnutrition in almost 3.4 million children. After receiving their first Lesso Lesson, almost 90% of mothers returned for their next lesso. The campaign has gained support from private institutions, government bodies and the press alike, being featured across 44 major publications in 3 countries.

2023 Awards

Total Points: 21



Ogilvy Africa / Nairobi

Client / Brand

Kenya Ministry of Health / Nairobi
Roto / Nairobi

Production Company

Fluid Films / Nairobi


Newton Thairu

Executive Creative Director

Yash Deb
Alex Van Niekerk

Executive Producer

Agnes Barasa
Animesh Deb

Account Director

Susan Wanjiku

Account Executive

Vanencia Otieno

Associate Producer

Joe Gathogo

Chief Executive Officer

Heril Bangera
Vikas Mehta

Account Manager

Daniel Okoth
Irene Wachira
Margeret Ngenye

Client Service Director

Maria Truter

Colourist, Colour Grading

Koome Mwirebua

Content Associate

Rose Ngina

Group Marketing Director

Sonia Bangera

Program Executive

Alex Simitta

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