GAIN and partners, together with the Kaduna State Government in Nigeria, developed and implemented the 'Eggs Make Kids' campaign, launched on World Egg Day in October 2019.
The campaign aimed to motivate parents and caregivers to feed eggs to their young children aged six months to five years. It conducted a wide range of Above-the Line (ATL) (i.e., TV, radio, billboard, and tricycle branding) and Below-the Line (BTL) activities (i.e., community-based and retail activation) to create a strong emotional appeal to make eggs more desirable and increase caregivers’ willingness to buy them and feed them to their children.