Sustainable Development Goals > People

MOTHER BLANKET

OGILVY COLOMBIA, Bogota / VIVIR ASSOCIATION + AMBATO'S CANTONAL HUMAN RIGHTS PROTECTION COUNCIL / 2020

Awards:

Silver Cannes Lions
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Overview

Credits

Overview

Background

There are over 300.000 children in the Andean communes struggling with chronic undernourishment. The vast majority of mothers aren´t aware of this health problem until it´s too late. Malnutrition in babies comes with irretrievable adulthood consequences and early deaths.

Andean Qhichwa Mothers play a very active rol in Andean Communes. Their daily activities includes farming, taking care of the house and raising their babies. Most of them are quite young when motherhood comes, and the vast majority aren't prepared for the demanding experience.

Describe the cultural / social / political climate and the significance of the work within this context

In Ecuador Andean Qhichwa communes are the most vulnerable and segregated group of people. The vast majority of Ecuadorian indigenous mothers’ struggle through most of their lives with inequality, racism and health related issues that makes virtually impossible for them to access to better lives. Chronic undernourishment is the first big problem that indigenous babies face in Ecuador. This public health problem not only affects the individual, but it can also harm entire villages and condemned docens of people to poverty and long term diseases.

Describe the creative idea

Mother Blanket is a reinvented *Sikinchi that translates the OMS Infant Growth Chart into a (cultural appropriate) pediatric evaluation tool, that helps Andean Mothers keep track of their babies correct development. In order to fight chronic undernourishment in Andean communes, we create a didactic tool – in native Quichwa and Spanish – that teaches Andean mothers how to identify if correct baby development.

*Cultural swaddling blanket that Andean mothers have been using for centuries to carry their babies.

Describe the strategy

By adapting the OMS Infant Growth Chart into a daily use object, we give unaware Andean mothers the knowledge to identify if their babies are developing correctly, and the opportunity to visualize how their babies growth should look like according to their age. The Sikinchi, a swaddling blanket that Andean Mothers use to keep their babies safe and warm through their daily labors, is such a big part of their culture that is even a tiny market around them. In families with more than one infant, young siblings learn how to wrap a brother or a sister to keep him o her close to the family. In the cold Andes, to keep a baby wrapped to another member of a family brings warm and closeness.

Describe the execution

In the distant Commune of Guangaje in the Cotopaxi Province on the Central Andes of Ecuador, with the join collaboration of Vivir Association and Ambato´s Cantonal Human Rights Protection Council, we gave Mother Blankets to every mother of a infant baby as a gift to be used as a *Sikinchi. Every time the Mother Blanket was given, we taught Andean Mothers how to use measure their babies and warned them to visit the Commune Health Center in case their baby’s growth didn´t went as it should be.

Describe the results / impact

· Over 15.000 chronic cases identified over the first three months.

· 70% increase in pediatric visits in isolated Andean communes.

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