Simon, Gebremedhin (PhD)Woyessa, Temesgen2018-07-032023-11-082018-07-032023-11-082007-07http://etd.aau.edu.et/handle/123456789/5829Exploring the communication strategies employed by an international non-governmental organization (NGO) ESHE-Oromia (Essential Service for Health in Ethiopia), operating in three Regional States-Oromia, Amhara and South Nation Nationalities and Peoples Region (SNNPR) to promote child feeding as an integral part of its child survival project. The study primarily focused on Information, Education and Communication (IEC) System EHSE-Oromia was employing to create awareness of the community on child feeding. The major issues raised in the study were socio-cultural barriers that hinder particularly exclusive breastfeeding and complementary feeding, communication strategies employed to promote child feeding, appropriateness of contents of the messages intended to reach the target groups and lesson that could be learned from the project. Data were collected through Qualitative type of research methods designed. Using semi-structured guiding questions for Focus Group Discussions (FGDs), individual in depth interview and participants' observation, the data were collected. In rare cases informal discussions were also held to seal the gaps where the needs arisen. The study was based in Haramaya Woreda, East Hararghe Zone in Oromia Regional State. The qualitative data gathered from the two villages - Finkille and Tinike Peasant Associations (PAs) of Haramaya woreda were qualitatively analyzed and discussed based on the fundamental theories employed in the study: participatory, development and the two-step flow of communications and the research questions raised in the study. Accordingly, the study indicates that the major communication strategies exploited by ESHE-Oromo and most favored by the community was interpersonal communication. Radio-Harar, which was mostly accessed by the community, was unnoticed. Further more, the most favored places to exchange in formation were found to be market, wedding ceremonies, mourning ceremonies and other social gatherings like Afosha (mini self help associations). On the other hand, discarding colostrums and giving butter to newborn babies as a medicine were found to be some of the major harmful traditional practices in the study areas. Failure of consistent follow-up of the activities of volunteer community Health Promoters (CHPs) and employment of pictures that does not represent the community at the study sites were also some of the problems the study revealed.enChild FeedingThesis