Incentives for Promoting Nutrition Sensitive Behaviours Using Social and Behaviour Change Communication Approaches: A Case of the Afikepo Nutrition Programme in Malawi

In some parts of the world, incentives have been used to encourage individuals adopt certain positive health behaviours to achieve health outcomes. This article, therefore, examines whether the introduction of incentives and the extent to which the use and the nature of incentives could increase the level of commitment of the various players in the fight against malnutrition under the Afikepo Nutrition programme in Malawi. The programme’s main aim was to enhance the nutrition security through increased availability of diversified foods and improved dietary intake of safe and nutritious foods to achieve optimal nutrition for women of childbearing age, adolescent girls, infants and young children. Data were collected through semi structured interviews with district nutrition officials, community and frontline workers, and focus group discussions with members of the care group model. The article argues that giving incentives can increase the level of commitment put into the activities being promoted by the programme to achieve nutritional out comes. It also argues that nutrition messaging and incentives should be targeted not only at vulnerable groups but at various players to help achieve programme objectives and that what can motivate people is realisation that one’s role and contribution to the programme is being recognised and appreciated.