World Breastfeeding WeekWorld Breastfeeding Week 1-7 August 2011 1-7 August 2011

INDIA INDIA

Talk to Me! Breastfeeding –3D experienceTalk to Me! Breastfeeding –3D experience

Optimal Infant Feeding practices Optimal Infant Feeding practices includesincludes

Initiation of breastfeeding within one hour of birth.

Exclusive breastfeeding up to six months of life.

Continued breastfeeding for two years of life or beyond.

Introduction of appropriate complementary feeding after 6 months of age.

State of Infant and Young Child State of Infant and Young Child feeding in INDIAfeeding in INDIA

3541.2

15.8

56.7

46.4

24.5 23.9

46.440.2

0

20

40

60

Initiation ofBreastfeeding within 1

hour of birth

Exclusive breastfeeding(0-6 months)

Complementary Feeding(6-9 months)

NFHS-2 (98-99) NFHS-3 (2005-06) DLHS-3 (2007-08)

Advantages of Breastfeeding

Breastmilk

Perfect nutrients

Easily digestible

Ready to serve

Protects against

infection

Protects against adult

onset diseases

(diabetes, high blood

pressure)

Breastfeeding

Helps bonding and

development

Helps in adequate

growth and

development

Enhances brain & visual

development

Baby has higher

intelligence quotient

Prevents hypothermia

Advantages of Breastfeeding Advantages of Breastfeeding (contd.)(contd.)

Mother

Reduces post

delivery bleeding

and anemia

Delays next

pregnancy

Protects breast and

ovarian cancer

Protects obesity and

shapes body

Convenient

Society

Eco-friendly

Human

resource

development

Economy

development

Family

Economic benefits

Less illnesses

Family bonding

Neonatal Mortality Risk by early infant Neonatal Mortality Risk by early infant feeding practicesfeeding practices

11.16

2.55

3.57

0

0.5

1

1.5

2

2.5

3

3.5

4

Within one hour One hour to oneday

Day 2 Day 3

Timing of initiation of breastfeeding after birth

Infe

cti

on

sp

ec

ific

mo

rta

lity

od

d r

ati

o

Source: Edmond KM et al. Am J Clin Nutr 2007. 86:1126-31

Under-5 deaths preventable through universal Under-5 deaths preventable through universal coverage with individual interventions (2000)coverage with individual interventions (2000)

India

*Breastfeeding: Exclusive for first 6 months and continued for 6 to 12 months

Source: Jones et al. LANCET 2003;362:65-71

0% 2% 4% 6% 8% 10% 12% 14% 16% 18%

Breastfeeding*

Complementary feeding

Clean delivery

Hib vaccine

Clean water, sanitation, hygiene

Zinc

Vitamin A

Antenatal steroids

Newborn temperature management

Tetanus toxoid

Antibiotics for PRM

Measles vaccine

Nivirapine and replacement feeding

Insecticide-treated materials

Antimalarial IPT in pregnancy

Inte

rventi

on

Percent

Role of Breastfeeding in achieving Role of Breastfeeding in achieving Millennium Development GoalMillennium Development Goal

MDG 1 – Reducing hunger and Poverty• Breastfeeding is the first step towards

reducing undernutrition – from day one of life

• Reduces household costs

Role of Breastfeeding in achieving Role of Breastfeeding in achieving Millennium Development GoalMillennium Development Goal

MDG 3 (gender equality)Breastfeeding enables an equal start for children

regardless of family income Empowers women through health and reproductive

benefits, e.g. birth spacing. It also enables mothers to be self-sufficient in

nourishing their infants without expending economic resources on expensive and inferior breast milk substitutes.

Role of Breastfeeding in achieving Role of Breastfeeding in achieving Millennium Development GoalMillennium Development Goal

MDG 4 (reduce child mortality)If all infants were exclusive breastfeeding for

six months and continued breastfeeding to one year.

Under five mortality would reduce by about 14%.

MDG 5 (improve maternal health)Maternal health impact includes reduced risk

of postpartum hemorrhage by early initiation of breastfeeding,

Protection from anemia and maternal iron depletion through lactational amenorrhea

Reduces the risk of breast and ovarian cancers.

Role of Breastfeeding in achieving Role of Breastfeeding in achieving Millennium Development GoalMillennium Development Goal

Theme World BreastFeeding Week 2011Theme World BreastFeeding Week 2011 “Talk to Me! Breastfeeding – 3D experience”“Talk to Me! Breastfeeding – 3D experience”

Why ? Usually we take Two-dimension

Approach while dealing with Breastfeeding issues.

Time i.e. From Pre pregnancy to weaning.

Place i.e. Home, Community, Health care system.

THIRD dimension is “COMMUNICATION”COMMUNICATION”

The theme deals with communication at various levels and between various sectors.

Time Communication

Place

BreastfeedingSupport

Importance Of Communication in Importance Of Communication in BreastfeedingBreastfeeding

Communication is an essential part of protecting, promoting and supporting breastfeeding.

In a world individuals and global communities connect across small and great distances at an instant's notice.

New lines of communication are being created every day, and we have the ability to use these information channels to broaden our horizons and spread breastfeeding information beyond our immediate time and place to activate important dialogue. 

This third dimension includes cross-generation, cross-sector, cross-gender, and cross-culture communication and encourages the sharing of knowledge and experience, thus enabling wider outreach.

Talk to Me! Breastfeeding – 3D experience

Talk about Breastfeeding As a decision maker As a Caregiver As an Integral member of society As a Receiver

Communication Matters!Communication Matters! A Mother-in-law in a Village in Uttar Pradesh

Link: http://youtu.be/NdXurWVCmtQ

“Earlier we used to give water to the infant as advised by the elders. Elders used to say that child will get illness if water is not given. Although, the children used to become ill after getting water. Now, we have been counseled not to give water and now our children are healthy. .......”

It changes behaviorIt changes behavior

Communication Matters!Communication Matters!A mother in Uttar Pradesh.

Link: http://youtu.be/hsY7Ghmh4tY

“This was my first delivery. ASHA Sister helped me to understand the breastfeeding, avoiding other foods/milk/water upto six months of age, taking care of my own diet and consuming the iron tablets. ......” “After six months, child's need increases. Anganwadi worker has told us to give some food which will keep her healthy…….”

It provides support and Knowledge

Communication Matters!Communication Matters!Health worker in Uttar Pradesh

Link: http://youtu.be/EslmNfJ3oAE “When initially we told the expectant women to initiate the breastfeeding Soon after birth, they resisted that this is not the custom here. But later on, after counselling by me, they agreed and now they initiate the breastfeeding soon after the birth..... “ “There is a tremendous change. They are giving only mother's milk. One newborn girl, whose birth weight was only 1.250 kg, could not suckle herself. So mother expressed her milk and fed the child with spoon and cup. That girl is now doing well..... “

It changes Practices

Communication Matters!Communication Matters!Women express their needs!

Reena Chhabra, Senior Marketing Professional “One year of maternity leave required to take care of the baby and breastfeed. This requires support”

Link: http//www.youtube.com/watch?v=gWx-M-xKTDA

Dr.Madhura,TISS,Mumbai Working women need support for continued breastfeeding.

Link: http://youtu.be/2GGSNPBtCpw

Action ideasAction ideas Talk to the Lactating women and family about breastfeeding at every given

opportunity Prepare a petition and communicate to your leaders get it signed by many people

and submit to your Government Contact academicians, doctors, teachers, media tom spread vital messages and

raise awareness Address youth at schools, colleges and lead local campaigns to spread awareness. Join the “One Million Campaign” to support women to breastfeed & ask more people

you know to join. Connect with people by creating a BLOG with breastfeeding information, where

people can also share their breastfeeding experience, messages or even pictures related to breastfeeding mother & child bonding.

Communicate to get support for women for breastfeeding through social network

accounts, youth groups, mail groups, twitter,SMSetc.