The Side-by-Side project is a tripartite partnership between ILifalabantwana, the National Department of Health, and SABC Education aimed at supporting pregnant women and caregivers of children under the age of five years. The Side-by-Side Campaign aims to communicate in a way that brings together government, civil society, non-governmental organizations, and communities to improve social cohesion through improving access to and knowledge about ECD, the essential building block of lifelong learning. Through multiple communication channels, the campaign ensures that children receive the nurturing care they need for optimal development. This initiative is a collaborative effort, involving national, provincial, and local government departments, NGOs, community-based organizations, and other partners dedicated to children's wellbeing. The goal is simple: to create an environment where every child in South Africa can thrive. The campaign focuses on five key messages: NUTRITION: Good nutrition is important for mothers and children's health. It starts with breastfeeding. LOVE: Brain development is spurred by responsive care, love, play and talk. PROTECTION: Children can be protected from disease and injury by getting immunized and safety at home. HEALTH-CARE: Children need care when they are sick or injured. EXTRA CARE: All children may need special care and support. Caregivers should know what to do and where to go.