1. Universal Salt Iodization Advocacy and Communications
Defining a Global Framework
Joy Del Rosso, The Manoff Group
Expanded Quarterly Meeting—UNICEF/NY
January 24, 2012

2. USI Partnership Premises
Seeking government commitment to adopt and enforce legislation
Form multi-sector coalition responsible for elimination of IDD
Create communications packages for incoming government officials
Aiming to raise awareness among consumers and food/salt industry important to ensure demand for iodized salt
Conduct consumer and market research to build brand equity based on “added value” of iodized salt
Improve appeal and performance of iodized product in market place
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Different approaches within salt industry; not uniform—e.g., two-tier system (good quality iodized salt and raw, non-iodized salt)

3. Target population for distribution, access , knowledge and demand includes the food industry

4. Partnership Drivers Supply Advocacy Communications
Regulatory monitoring for QC and QA to assure standards met
Support multi-sector coalitions for national IDD elimination programs
Targeted communications and SM (social mobilization) along the salt supply chain to promote understanding and adherence to salt iodization law and regulations
Consolidation of small-scale salt producers to eliminate flow of non-iodized salt
Ensure IDD elimination part of national nutrition strategy
Targeted communications and SM to consumers in low coverage areas to ensure understanding and demand for iodized salt
Promotion of the use of iodized salt in processed foods
Ensure highest political commitment for the sustainable elimination of iodine deficiency
Inclusion of IDD and USI principles in educational curricula, food technology courses, salt logos, messages on packages and labels
Explore the use of public distribution systems for iodized salt directly
Ensure IDD elimination program management and oversight functions institutionalized
Document innovative practices and lessons learned of the Partnership contributions to USI in all countries
Establish sustainable systems for the procurement and supply of Potassium Iodate (KIO3)

5. Conventional Wisdom
Periodic advocacy or re-advocacy—maintain political will and focus attention
Advocacy at national and provincial, community levels
Communication activities need to be integrated within “program” strategy
Effective communications requires expertise—not everyone can do it
Health sector must coordinate/share responsibility with the salt sector
Need to work with all members along the salt chain from top management to the retailers
Educators/the education sector is both a major stakeholder and a route to sustainability
Audience segmentation is necessary and along with that reaching specific audiences with appropriate messages
Jack Ling “The Role of Education and Communication” in Towards the Global Elimination of Brain Damage Due to Iodine Deficiency, 2004.
As visible signs of goiter diminish, focus is (and should be on) less visible impacts
Tailor messages to specific audiences
Understand common wisdoms and correct misinformation
Integrate updated IDD information in to technical and education materials of food inspectors, health and education curricula
Public education supports IDD elimination and creates demand for iodized salt
Venkatesh Mannar and Lucie Bohac “Achieving USI: Lessons Learned and Emerging Issues,” Iodine Network presentation, 2010

6. Framework Rationale What is a Framework intended to do?
Make it easier to work within complex systems—simplify and clarify
Tie or bring together relevant, discrete elements or components
Help to present a particular methodology or logic
Facilitate making recommendations for WHAT to do in the C&A for salt iodization
Why do we need a Framework?
USI is much more complicated that many realize (its “selling” point has been its simplicity)
Communications in particular have not been connected adequately to the main aspect of USI—the salt (industry)
Approach to communications (and advocacy) does not necessarily fall neatly into a particular/traditional approach (social mobilization or behavior change communications) or methodology.
To help identify and ultimately use effectively what we do know (lessons learned, innovations, good practice) more specifically

7. Advocacy & Communications Framework
Advocacy Process
Communications
Define and Prioritize
Subsistence salt farmers ? ? ? ?
Household Salt Consumption
Retail Sale of Salt
Salt Distribution and Delivery
Salt Production and Supply
Salt Iodization Policies and Legislation
Hard to reach populations
Environment for Salt Iodization
Key Audiences
National Govt
Local Govt
Producers
Refiners
Packers
Truckers
Re- Packers
Distributors
Retailers/shop owners
General Public (Urban, Rural)
Pregnant women
Key Information/
The communication environment
Status of legislation and regulations; government commitment
Composition, compliance, capacity
Imports
In-country production
Distribution routes, factors
Practices purchasing and selling salt
Access to iodized salt
Beliefs and practices about salt

8. Framework Use
Step 1: Define the environment (the salt industry including legislation)
Step 2: Identify specific targets within that environment—critical opportunities or challenges
Step 3: Plan for advocacy and communications
Previous experience—any information on what has worked (evidence)
Collect and analyze data and information on different/key audiences (not just consumers) practices related to salt production, distribution, purchase, use
Step 4: Make recommendations for advocacy and communications strategy and implementation

9. Framework Aims to:
Puts focus and starting point as the salt industry rather than the consumer—sets this as the context for advocacy and communications
Shows communications potentially enters into all aspects of the salt chain via government
Emphasizes the need to build communications and advocacy on data information that provides the context/environment for communications
Highlights the need to prioritize actions based on the environment and to choose among audiences