Improving key nutrition practices requires change at the individual, household, and community levels, and in services for mothers and families—all of which must be supported by an enabling environment. Growth through Nutrition Activity includes SBCC activities as part of its strategic approach to bring about significant and sustainable improvements in maternal dietary and infant and young child feeding practices. The project works to ensure that consistent, locally adapted, actionable messages are reinforced at each level for interventions to be more likely to result in significant improvements in the short term and sustainable progress in the long term. In addition to the existing SBCC approach under Growth through Nutrition, a new tool designed to complement the ECCs called the Virtual Facilitator (VF), a pre-recorded audio message with actors modelling the desired knowledge and behaviours, is anticipated to make the SBCC program more robust and scalable. Therefore, the objective of the study is to evaluate the added value of the virtual facilitator tool to the existing ECC program for improving IYCF practice and nutritional status of women and children in Ethiopia under the Growth through Nutrition Activity program.