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Lesso Lessons
Agency Ogilvy Africa / Nairobi + Kenya Ministry of Health / Nairobi + Roto / Nairobi + Fluid Films / Nairobi
Category
Craft / Art Direction
Annual ID
OS23_HW089M
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: 3
Merit
Credits
Agency
Ogilvy Africa / Nairobi
Client / Brand
Kenya Ministry of Health / Nairobi
Roto / Nairobi
Production Company
Fluid Films / Nairobi
Creative Director
Maurice Wangalachi
Samson Muigai
Director
Abu Melita
Ishmael Azeli
Editor
Newton Thairu
Executive Creative Director
Yash Deb
Alex Van Niekerk
Executive Producer
Agnes Barasa
Animesh Deb
Group Creative Director
Keenan Mulvaney
Shashank Jha
Shounak Guhathakurta
Illustrator
Poorva Shingre
Shilpi 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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