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TORs of the National Alliance of Media for Promotion of BF
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Objective: Consultative meeting of media persons and opinion
makers to form an alliance fro promotion of breastfeeding; its
objectives, ToRs and tentative work plan; implementation
mechanisms
The Media has an important role to play in protecting babies and combating infant and under five mortality rates
by disseminating information that will protect, promote and support exclusive breastfeeding for six months and
complementary feeding with continued breastfeeding upto two years.
1. Objectives of the Alliance:
- Lobby/supporting the notification of the rules and regulations of Bf Ord.2002
- Support the implementation of rules and regulations of BF ordinance 2002.
- Monitoring of the implementation and enforcement of BF Ordinance.
- Health education to consumers and health workers about benefits of mother’s milk, hazards of artificial feeding including the
vessels used for this purpose e.g. feeding bottles teats and the unethical marketing practices of breastmilk
substitute manufacturers.
- Provision of optimum opportunities to mothers to breastfeed by the formulation and adoption of legislation on
maternity rights with respect to breastfeeding.
- Celebration and awareness raising on the theme of Global Breastfeeding Week _GBW (1-7 Aug, 2009).
2. TORS for alliance
- Increase public awareness of the importance of protecting, promoting and supporting breastfeeding as the
standard for infant development and growth;
- Create media hype to take appropriate measures to achieve above mentioned objectives.
- Raise mass awareness on Infant & Young Child Feeding strategy with focus on early initiation of Breastfeeding
(within one hour) and exclusive breastfeeding for six months as key element to achieve optimal health of children
and combat neo natal and infant mortality.
- Appreciation awards will be given on best media writings and appearances on Breastfeeding.
- Committee will be formed, which will consist of one representative from each, print as well as electronic
media alliance, TheNetwork and UNICEF to evaluate and select members for appreciation awards.
- The evaluation will be done during first two quarters.
3. Suggested Activities
- Carry a strong media campaign to support the technical objectives.
- Highlight promotion of BF, need to implement BF laws and publicize violations by the BMS industry.
- Dissemination of information on IYCF through regular articles, features, press releases in the respective
outlets focusing on new developments, policy areas, challenges.
- Try to put the Breast Milk substitute industry lobby under the spot light.
- Highlight the obligations of Pakistan under the International Code of Marketing Substitutes and National BF
Ordinance 2002.
- Monitoring of baby food industry’s compliance with the international code of marketing of Breast milk
substitutes.
- Maximum coverage of BF related issues media during GBW.
- Participate in the National Seminar during GBW and follow up meetings to (achievements, further strategies, developments)
4. Implementation mechanisms/indicators of effectiveness
- No of writings, appearances on the issue during each quarter.
- Personal initiatives to highlight the BF, bring up latest developments and put the Breast Milk substitutes
industry lobby under the spot light.
- Journalists will be required to furnish TheNetwork with copies of their
- Articles/features (English/Urdu)
- News Report (Eng/UR)
- Documentary/Electronic News Report
- Maximum reporting on BF issues in Print media
- Maximum reporting on BF issues in Electronic media
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