In Morocco, only 35 % of infants under six months are exclusively breastfed, and just 66.5% of women receive skilled prenatal care in their first trimester. These numbers tell a story that goes beyond access to services — they point to a deeper challenge rooted in habit, social norms, and the weight of tradition passed from one generation to the next.
From conception to a child’s second birthday, the first 1,000 days define lifelong health and development. Nutrition during this critical window directly influences brain development, growth, and long-term well-being. Beyond formal guidance, social norms, deeply rooted beliefs, daily routines, and the mental load carried by caregivers often contribute significantly in shaping decisions. Many families lack clear reference points for reliable information on maternal and early childhood nutrition and care, creating uncertainty about which practices to adopt. Yet services and information alone rarely change deeply rooted habits. To go further, Morocco turned to behavioral science — to understand not just what families know, but what shapes the choices they make every day.
For grandmother Aicha Azoghal, who took part in community awareness sessions, this realization unfolded gradually: “We raised our children the old way, without really knowing these things. I did not know before this session that the first milk (colostrum) was like gold and that breastfeeding is beneficial for both baby and mother.”
