Direct > Culture & Context
OGILVY COLOMBIA, Bogota / VIVIR ASSOCIATION + AMBATO'S CANTONAL HUMAN RIGHTS PROTECTION COUNCIL / 2020
Awards:
Overview
Credits
Why is this work relevant for Direct?
It´s the first time for a contemporary scientific evaluation tool to be that well received by Andean Quichwa people. The way the Mother Blankets blend western knowledge with native cultural habits is still giving amazing results.
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 or sometimes early deaths.
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.
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.
*Cultural swaddling blanket that Andean mothers have been using for centuries to carry their babies.
List the results
· Over 15.000 chronic cases identified over the first three months.
· 70% increase in pediatric visits in isolated Andean communes.
Please tell us about the cultural insight that inspired the work
The Sikinchi is a swaddling blanket that Andean Mothers have using for centuries to carry their babies on their backs to keep them warmed and safe through their daily routines. Originally the Sichinchi was made with natural fabrics like wool and cotton, but by being reinvented as a designed OMS Infant Growth Chart (on a synthetic fabric) it has become more durable, fresh and versatile. It is the first occidental pediatric evaluation tool that has blend into Andean Quichwa´s culture so appropriately.
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