Services

Branding | Communication Strategy | Campaigns | Video Production

Client

The challenge
Parenting in Ethiopia is often guided by instinct and tradition. While caregivers are deeply committed to their children’s well-being, harmful practices such as corporal punishment, limited storytelling or playtime, and lack of awareness about babies’ cues remain common. The program identified four critical behaviors for change: first, singing, storytelling, and reading; secondly, responding to babies’ and children’s cues; third, outdoor play; and finally, positive discipline. The challenge was to create culturally sensitive, engaging, and scalable communication tools that could shift entrenched social norms, inspire caregivers, and build long-term bonds between parents and children. 

Approach
Approach Resolution Studio applied a phased, insight-driven communication strategy rooted in empathy, cultural sensitivity, and actionable storytelling through: strategy development - framed the overarching message- “Successful parenting is not instinct alone — it is awareness, commitment, and care.” Messaging Framework: developed targeted messages around the four behaviors and partnered with religious leaders, health workers, and teachers to contextualize messages within trusted community frameworks. Implementation channels: radio programs, talk-show episodes and PSAs, documentary and short films print & outdoor media, community events: and religious engagement. Creative & Branding: delivered a full ECD brand identity with visual guidelines, logos, and color systems symbolizing growth, trust, and connection. Produced event branding, photography, and documentation to support visibility and community ownership. four languages: Amharic, English, Afan Oromo, and Tigrigna, ensuring accessibility. Structured the content with real-life stories, prevention methods, signs of abuse and clear steps for intervention. Digital & Print Implementation: designed and developed www.kelela.org, and created print materials for distribution across refugee camps, schools, orphanages, and safe houses. 

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