The strategy promotes vitamin A-rich fruits and vegetable and in particular the cultivation of the ivy gourd and its consumption by mothers and the young children.The project was planned on the basic of formative research, with formal and informal groups (including Buddhist monks) participating and then discussing the results.Health workers, TBAs, agricultural workers, school teacher, and other have been trained in relevant skills.Mass media and numerous interpersonal and local media are used, including mobile drama groups that present day-long food and nutrition shows.Among many spinoffs from the project are poultry-raising projects in a number of schools.This project provides an excellent illustration of the fact that social marketing principles are not adverse to more traditional forms of community participation.