After adaptation with communities, our intervention will empower local families to implement behaviour change. It will include campaign-like activities such as culturally relevant dramatic arts (drama, songs, stories), public meetings, certifications, and home visits. Delivery will be by a small team over 5 days of community campaign visits dispersed over 40 days, and includes home visits by trained female volunteers, plus a reminder campaign day at 9 months. We will allocate by chance 120 urban and rural sites in Mali to receive the intervention, or not, and assess 27 households in each site after 15 months. This study is designed to explore whether the interventions works differently in rural and urban contexts, and to examine other societal influences (e.g. household poverty, women's work, and education, etc). Using observations, interviews, discussion groups, surveys and laboratory tests we will compare the implementation of the intervention and key outcomes of diarrhoea, growth and development in urban and rural settings. Importantly, the intervention is designed to be sustainable through peer-education/support among mothers and older female volunteers, thus requiring only small levels of additional input from the central government.