Building on the success of the previous World Cup in My Village 2010 drive, the Ministry of Health with partners including the One UN are screening the 2014 FIFA World Cup matches in 18 districts across the country.

The activity comes along with sensitisation messages that are designed to help curb malnutrition.

Starting today, Saturday, in Gakenke District, Nathan Mugume, head of division, Rwanda Health Communication Centre, told The New Times that the Ministry of Health, the Dutch Embassy, and Unicef Rwanda will set up public viewing areas in remote villages including refugee settlements.

"The series of events will be used to promote the 1000 days National campaign to combat malnutrition and improve maternal and child health in the country,” Mugume said. 

The official launch date is June 18 in Gasabo District. According to Mugume, World Cup in my Village is a concerted effort of social mobilisation using the "edutainment” (entertainment-education) approach.

"Malnutrition is a key public health concern in Rwanda and one of the major causes of infant, child and maternal morbidity and mortality,” Mugume added.

The 2010 Rwandan Demographic and Health Survey (RDHS, 2010) stated chronic malnutrition or stunting, affects 44 per cent of children under the age of five years resulting in delayed growth.

It is the reason why in September 2013, Premier Dr Pierre Damien Habumuremyi launched the 1,000 days campaign.

It involves the 1,000 days period – from pregnancy through to the first two years of a child’s life which is critical to a child’s long-term mental and physical development.

The National campaign will run for an entire 100 days and is targeted to reach all households in the country, with social mobilisation a key component of the Initiative.

 Akiko Sakaedani Petrovic, the Unicef Communication for Development officer, said during the events, the key message and aim of the community discussion will be healthy eating – giving the right mix for your children. The rationale, he explained, is that children grow every day and what they eat each day determines how they grow. Children need different food to get all the nutrients they need for good growth, for their physical strength and brain development, he said.

"Healthy eating requires balanced diet of at least four food groups and it is crucial to get a good mix in the first 1000 days of life (from conception to second birthday). However, average Rwandan diet is heavy on starchy food, there is limited knowledge on what constitute a balanced diet, and how to prepare a simple dish with diversity of food,” Petrovic said

"The community discussion on healthy eating will focus on motivating people to feed their children and pregnant women with the right mix of food so that children will be healthy and strong.”

It is indicated that the Ministry of Disaster Management and Refugee Affairs (Midmar) will facilitate the selection of refugee site and organization of the event in the refugee camp while Unicef will provide technical assistance and financial support on the overall concept and preparation.