Aspirational Stories of 11 Men and Women Who Dared to Change their Behavior

Together we prosper. We dare. We advance.

Guatemala’s participatory communication strategy to reduce chronic malnutrition in the Western highlands now includes a video series, titled Seeds of Change.

Screenshot from Seeds of Change video.

Presenting the life stories of 11 men and women who dared to change their behavior and experienced the benefits of it is a key pillar of the strategy that aspires to show that change is already in motion. Through their lifestyles, practices and aspirations, these “seeds of change” are champions and living role models for their community and beyond, harnessing enormous potential to inspire and guide others to reflect, dare to change and advance.

In collaboration with USAID implementing partners, Seeds of Change is being used in settings where young men are questioning traditional gender roles, young mothers are discussing ways to improve their children’s diet and grandmothers are learning about the key role hygiene plays in protecting their grandchildren’s health. Through the stories, leaders feel encouraged that change is happening. Seeds of Change is airing on local cable TV in three key indigenous-based large municipalities in Guatemala, expanding the coverage and reach of a powerful message that change brings happiness, wellbeing and prosperity.

“Together we prosper. We dare. We advance.” is the unifying umbrella platform and brand for USAID’s integrated health and development efforts in the Western Highlands of Guatemala. The Health Communication Capacity Collaborative team in-country worked in close collaboration with the USAID mission in Guatemala and 12 USAID-funded health and development partners active in the Western Highlands to develop this brand and a social and behavior change communication strategy.