The Network for Consumer Protection in collaboration with UNICEF organized a “Followup Meeting of National Alliance of Media for Protection and Promotion of Breastfeeding.” It was held recently in Islamabad.
Speaking as the Chief Guest on the occasion, Mrs. Yasmeen Rehman, Adviser to Prime Minister on Women Development, said that access to the formula milk products in the market needed to be stopped and breastfeeding practice must be promoted. It is the responsibility of the parents that they must educate the young generation about the significance of breastfeeding.
She said media can play a vital role in promoting awareness regarding the significance of breastfeeding. She highlighted the need for launching a health TV channel for raising awareness among masses on the importance of breastfeeding.
She also suggested the need for facilitating working women so they could keep their children along with them at workplaces and feed them.
Mortality rate in children is far higher in South Asian region and Pakistan stand first in rank. A large number of infants die due to cholera and diarrhea and breastfeeding can prevent the children from such diseases, she said. She urged the ministries of women development and health must join their hands to create awareness among mothers about the benefits of breast-feeding.
Ms. Sheeba Afghani, Communication Specialists UNICEF pointed out the need for improved collaboration among all the stakeholders on working for promotion and protection of breastfeeding in the country. The breastfeeding day is celebrated every year in the first week of August to raise awareness among people.
According to statistics, 72 infants die out of every 1,000 live births every year in Pakistan. Out of these 72 deaths, 53 are those who die due to diarrhea, pneumonia, respiratory infections and malnutrition.
A major source of these diseases is lack of exclusive breastfeeding, use of unhygienic bottles, formula milk and teats. These infants can be saved if they are protected through natural protection of mother’s milk without use of any other food item like ghutti, honey or even water up to first six months.
She informed that the research says that if mothers breastfeed their new born from first hour of life, 22 per cent of infant deaths can be prevented. Breastfeeding is also beneficial for both baby and the mother. It protects the baby from various diseases, develops bond between mother and baby, protects mother from breast cancer and is a source of natural birth spacing.
Dr. Anwar Rafay, Representative of the Network for Consumer Protection stressed the need to provide education to families regarding the importance of breastfeeding during pregnancy.
Referring to the rules and regulations of Protection of Breastfeeding and Young Child Nutrition Ordinance 2002, he said hat although the rules were notified in 2009, its dissemination at larger level and implementation was still a dream.
He said lack of awareness and willingness of mothers and communities to promote exclusive breastfeeding due to taboos, lack of maternity protection at workplace, implementation of rules and guidelines of the BF Ordinance 2002 and reluctance of baby milk industry’s compliance with BF were major issues concerning breastfeeding promotion.