Case Study
Unlocking the Power of Fortified Rice in Bhutan
WFP
Specialized PR & Strategic Communications · Bhutan · Strategic Planning
Phased
Research-backed rollout strategy
Research-backed rollout strategy
3
Priority audiences: schools, leaders, public
Priority audiences: schools, leaders, public
Challenge
The World Food Programme needed to introduce and build awareness of fortified rice in Bhutan, where micronutrient deficiencies posed a significant public health challenge requiring coordinated multi-stakeholder engagement.
Approach
TMA developed a comprehensive communication strategy in collaboration with the government and key stakeholders, delivering phased, research-backed messaging targeted at schools, decision-makers, and the broader public.
Results
PhasedResearch-backed rollout strategy
3Priority audiences: schools, leaders, public
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