In conclusion, IYCF is a complex set of behaviors, influenced by caregivers and their social environment. Until ageappropriate IYCF practices are normalized in society with wide diffusion and acceptance, continued delivery of quality counseling and multichannel behavior change interventions need to be maintained. Diffusion of IYCF information in the community through social networks, reinforced by positive social norms for specific messages promoted over time, will contribute to positive changes in IYCF practices that may beachieved and sustained through large-scale social and behavior change interventions.