One of the mass media strategies adopted by LINKAGES/Madagascar, in collaboration with the Ministry of Health and other field partners, is promotion of breastfeeding through Poopy, a well-known Malagasy pop-singer, who became the Breastfeeding Ambassador and later the Nutrition Ambassador for the country.

This television spot begins with Poopy addressing a group of women and talking about LAM (MAMA). She then talks with two women about the three LAM criteria, describing each one as she counts it off. The spot closes with her holding her baby, who was exclusively breastfed. Throughout the spot, Poopy's song about exclusive breastfeeding plays.

More about Poopy

After the birth of her daughter in July 2000, LINKAGES approached Poopy to serve as the Breastfeeding Ambassador. Poopy agreed to adopt good infant feeding and nutrition practices for her own baby and to write and perform songs to promote these practices. Since October 2000, four songs were created, three on breastfeeding and one on complementary feeding. The first song Porofom-Pitiavana (Proof of Love) is included on Poopy's commercially produced CD compilation released in June 2001. The song is broadcast widely on national and local radio stations and the lyrics appear on the back cover of the country's school composition books. Two television and radio spots were also produced, one on LAM and the other on vitamin A. In her role as Ambassador, Poopy has held press conferences and appeared on a television show promoting, breastfeeding, and LAM.

Poopy was nominated as the Top Performing Artist of the year 2001 in Madagascar. To date she has performed sixteen concerts with a combined audience of 100,000 people. At each concert, banners promoting breastfeeding were displayed.