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World Social Marketing Conference 2025

Asha’r Utshob: Transforming Nutrition Through Play, Culture, and Community

Thursday, November 6, 2025 at 3:30 PM–3:50 PM CET add to calendar
Salon de Grados - Faculty of Economics
Programme Listing

Discover how a groundbreaking, culture-led SBC strategy in Bangladesh is transforming nutrition behaviors through edutainment, storytelling, and community engagement. This interactive session shares insights from MAGENTA and Ogilvy’s collaborative journey—linking deep research with creative strategy—to shift food norms, boost dietary diversity, and empower vulnerable communities. Expect dynamic discussion, real-world examples like Asha’r Utshob (Carnival of Hope), and actionable lessons on embedding emotional and cultural relevance into behavior change programs. Join us to rethink nutrition messaging for lasting impact.

Presenters

Benoit De Fleurian, Ogilvy Consulting Paris
Jude Khalaf, MAGENTA

Authors

Sarah Cottereau, MAGENTA
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