“El corazón del cambio”: Communication for Social and Behavior Change Strategy in Guatemala

Abstract

The “El corazón del cambio” initiative implemented in Guatemala in two phases between 2015 and 2024 by The Johns Hopkins University, Bloomberg School of Public Health, Center for Communication Programs, with the support of USAID, aimed to improve maternal and child health, newborn nutrition, and household hygiene and sanitation in the Highlands region, where the indigenous population is largely concentrated. The program addressed critical health, nutrition, and hygiene indicators through social and behavior change communication strategies specifically designed for key influencers, including mothers, grandmothers, fathers, community leaders, religious figures, and the media. The program focused on promoting key behaviors, advancing gender equality, and engaging the community. The research highlighted the importance of addressing existing beliefs and norms within families and communities. Key interventions included home visits by community facilitators, women’s support groups, men’s discussion groups, the participation of religious leaders, and the use of radio and mobile technology to disseminate information. The program encouraged collaboration among these groups to support young mothers and their babies. Monitoring and evaluation showed significant improvements in dietary diversity, protein intake among children, and greater participation in growth monitoring activities. These efforts demonstrate the impact of addressing cultural beliefs and engaging multiple community actors in promoting health and well-being.