Exploring the communication strategies employed by an international non-governmentalrnorganization (NGO) ESHE-Oromia (Essential Service for Health in Ethiopia), operatingrnin three Regional States-Oromia, Amhara and South Nation Nationalities and PeoplesrnRegion (SNNPR) to promote child feeding as an integral part of its child survival project.rnThe study primarily focused on Information, Education and Communication (IEC)rnSystem EHSE-Oromia was employing to create awareness of the community on childrnfeeding. The major issues raised in the study were socio-cultural barriers that hinderrnparticularly exclusive breastfeeding and complementary feeding, communicationrnstrategies employed to promote child feeding, appropriateness of contents of thernmessages intended to reach the target groups and lesson that could be learned from thernproject. Data were collected through Qualitative type of research methods designed.rnUsing semi-structured guiding questions for Focus Group Discussions (FGDs),rnindividual in depth interview and participants' observation, the data were collected. Inrnrare cases informal discussions were also held to seal the gaps where the needs arisen.rnThe study was based in Haramaya Woreda, East Hararghe Zone in Oromia RegionalrnState. The qualitative data gathered from the two villages - Finkille and Tinike PeasantrnAssociations (PAs) of Haramaya woreda were qualitatively analyzed and discussedrnbased on the fundamental theories employed in the study: participatory, development andrnthe two-step flow of communications and the research questions raised in the study.rnAccordingly, the study indicates that the major communication strategies exploited byrnESHE-Oromo and most favored by the community was interpersonal communication.rnRadio-Harar, which was mostly accessed by the community, was unnoticed. Furtherrnmore, the most favored places to exchange in formation were found to be market,rnwedding ceremonies, mourning ceremonies and other social gatherings like Afosha (minirnself help associations). On the other hand, discarding colostrums and giving butter tornnewborn babies as a medicine were found to be some of the major harmful traditionalrnpractices in the study areas. Failure of consistent follow-up of the activities of volunteerrncommunity Health Promoters (CHPs) and employment of pictures that does not representrnthe community at the study sites were also some of the problems the study revealed.