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Joint Press Conference
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In Pakistan, 77 infants die out of 1000 live births every year. Out of these 57 are those who die before reaching
one month of age 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 gutthi, honey or water up to first six months. According to research, by initiating breastfeeding
within first hour of birth, 22 percent of infant deaths can be prevented. Breastfeeding is beneficial for both
infant 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. Internationally lots of efforts are
being made to emphasize upon exclusive breastfeeding.
From 1-7 August 2009, more than 150 countries worldwide will be celebrating World Breastfeeding Week (WBW) for the
18th year. The theme of World Breastfeeding Week for this year is "Breastfeeding - a vital emergency response.
Are you ready?” It highlights the need to protect, promote and support breastfeeding in emergencies for infant
and young child survival, health and development.
Children are among the most vulnerable groups during emergencies, and infants are the most vulnerable of all, due
to increased risk of death caused by diarrhea and pneumonia. During emergencies, uncontrolled donations of
breast-milk substitutes may undermine breastfeeding and should be avoided.
“National Alliance for Promotion and Protection of Breastfeeding” is organizing different activities for creating
mass awareness for promotion and protection of breastfeeding during the World Breastfeeding Week (WBW)
celebrations.
This national Alliance includes Nutrition Wing, Ministry of Health, Govt. of Pakistan, UNICEF, WHO, TheNetwork for
Consumer Protection, SPARC, NRSP, Plan-Pakistan, FPAP, Sultana Foundation, SUNGI Development Foundation, BINA,
PAIMAN, PIEDAR, Blue Veins, Save the Children UK, Save the Children US, WFP, MI, Apna Sehat, HDRF, and Islamabad
Medical and Dental College. The secretariat and Convener-ship is with TheNetwork for Consumer Protection.
World Breastfeeding Week will be a good opportunity to examine the status of the International Code of Marketing
of Breast-milk Substitutes. The code advocates for legislation, policies and practices among government, health
providers, corporations and civil society that provide adequate information on appropriate infant feeding and
regulate the marketing of breastfeeding substitutes, bottles and teats. The code prohibits the advertisements or
promotion of these products to the general pubic or through the health care system.
An ordinance called Protection of Breastfeeding and Young Child Nutrition Ordinance was promulgated in 2002
however its guidelines and rules are yet to be approved. The delay in framing the rules has created issues related
to non-compliance of the ordinance.
The major issues concerning breastfeeding promotion include:
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Lack of awareness and willingness of mothers and communities to promote exclusive breastfeeding due to
taboos;
- Framing of Rules and Guidelines of the Ordinance
- Implementation and monitoring of the Ordinance
There is need to jointly work on these issues so as to save the lives of millions of infants which would
culminate into reduction in infant mortality. In this regard, to create awareness among common people and advocate
to policy makers the Alliance has decided to celebrate the Global Breastfeeding Week through out the country from
August 1 to 7, 09.
Following are the planned activities of the alliance across the country. Nutrition Wing Ministry of Health;
UNICEF and WHO will provide technical support:
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A National seminar with all stakeholders including parliamentarian, media, health professionals, NGOs,
government agencies, multilateral and bilateral agencies, and concerned citizens to be held in Islamabad.
- A healthcare professional’s seminar to be held in PIMS Hospital Islamabad. The focus will be on the role of
health professionals in promoting and protecting breastfeeding.
- TV talk shows and Radio Program and sensitization Session with health workers at PIMS on Breastfeeding during
the BF-Week to raise awareness regarding the issue.
- Dissemination of a media tool kit to all media outlets as well as Posters and leaflets to be displayed
throughout the country.
- Sensitization sessions and dissemination of communication material to communities and mothers by individual
alliance members in their target areas. Sessions with LHWs, puppet shows etc. to also be conducted.
- Articles and letters to editor in different print media.
We appeal to mothers, fathers, students, women, media, political parties and representatives to join hands with
the alliance to celebrate this week to create awareness regarding this public health problem.
We appeal to the media to play its crucial role by discussing this issue on TV channels, writing editorials and
articles.
The National Alliance demands Ministry of Health to approve rules and regulations regarding Protection of
Breastfeeding and Child Nutrition Ordinance 2002
Information regarding breastfeeding may be included in curriculum at school and college level
The Alliance appeals to the mothers, fathers, and the community to encourage mothers to breastfeed their babies
from first hour of life and exclusive breastfeed till six months.
The Alliance appeals to the healthcare professionals to promote breastfeeding in maternity and children wards and
discourage irrational and unnecessary use of formula milk as well as its promotion.
Waqar Ahmed
Chief Executive Officer/ Convener
National Alliance for Promotion of Breastfeeding
Executive Coordinator, TheNetwork for Consumer Protection
Ms Sarita Neupane, Nutrition Specialist
Ms Sheeba Afghani, Project Officer Communication
UNICEF
Dr. Sher Baz, ADG-Nutrition Wing, Ministry of Health
Dr. Rehman Khattak, National Programme Officer, WHO
Dr. Zareef Khan, PAIMAN
Dr. Irfan Ahmed, country health advisor, Plan Pakistan.
Col. Dr. Ashraf Choudhry, Islamabad Medical & Dental College
Dr. Nabeela, National Rural Support Program (NRSP)
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