SUNRISE aims to develop and evaluate a radio campaign to promote nurturing care behaviours in the first 3 years of life, particularly responsive parenting and providing opportunities for early learning. The campaign will run for 3 years and comprise: 60-second radio ‘spots’ including scripted dramas and modelling of responsive parent-child interactions broadcast 10 times a day in 6 languages in weekly cycles; plus long format programs 2-3 times a week, incorporating longer dramas, real life testimonials and practical ‘how to’ advice, with space for listeners to call in, express opinions and ask questions. The campaign will run for 3 years with its impact on early child development (ECD) evaluated using a cluster RCT design.