World Breastfeeding Week 2011

For the second year, Alive & Thrive (A&T) took part in activities for World Breastfeeding Week (WBW), an annual event celebrated by 170 countries worldwide, usually during the first week of August. This year’s theme was Talk to Me! Breastfeeding, a 3D experience, with a focus on improving communication at various levels and between various sectors. Alive & Thrive worked closely with media, government, and in-country partners to build awareness in Bangladesh, Ethiopia, and Viet Nam. The Bill & Melinda Gates Foundation posted a blog titled “World Breastfeeding Week 2011: Spread the Word to Save a Life!”

Viet Nam

National and provincial events. A&T collaborated with UNICEF, WHO, the Ministry of Health (MOH), and the Center for Health Education (CHE) in the execution of national and provincial-level events to raise awareness about the importance of breastfeeding among policy makers, health staff, and the community. This year’s efforts focused on the development of large events in Hanoi and Ho Chi Minh City, supported by nine provincial-level events to extend impact and reach. These activities were a departure from previous WBW celebrations that had centered primarily on one press conference in Hanoi.

A&T provided both technical and financial contributions to the WBW campaign, with a focus on ensuring that key messages reached provincial and national policy makers through media outreach. A&T supported the development of press kits and a press conference to launch WBW in Ho Chi Minh City. The press conference was attended by nearly 70 reporters from national and local media.

Other activities throughout the week included launch events with speeches, music, breastfeeding counseling, and breastfeeding festivals with competitions and raffles. At some provincial events, more than 200 mothers gathered collectively to breastfeed at the same time as a demonstration of collective support for breastfeeding. Events were broadcast on leading national television networks and various print and online newspapers.

Bangladesh

Press conference. In Bangladesh World Breastfeeding Week kicked off activities celebrated throughout the month of August. A&T collaborated with the director of the Institute of Public Health Nutrition and other partners to develop and execute a WBW press conference. Approximately 60 journalists attended the conference to hear AFM Rahul Haque, Health and Family Welfare Minister, and others speak about the health benefits of proper IYCF practices. Journalists trained by A&T covered the press conference, with articles placed in The Independent, The Daily Star, and BDNew24.com.

Inaugural ceremony. Prime Minister Sheikh Hasina gave the opening remarks at an inaugural ceremony in Dhaka, calling on private employers to provide six months of maternity leave. Approximately 2,800 people attended the inaugural ceremony. Coverage included articles published by journalists who had participated in a July study circle organized by A&T in preparation for World Breastfeeding Week. Read an article that appeared in The Daily Star.

Roundtable discussion. Alive & Thrive, in partnership with the Ministry of Health and Family Welfare, the Bangladesh Breastfeeding Foundation, the Institute of Public Health Nutrition, FANTA-2, and CARE Bangladesh, organized a roundtable discussion with 15 participants on strengthening stakeholders’ roles to improve IYCF policy and practice in Bangladesh including extending maternity leave to 6 months for private sector employees.

Seminars for mothers and doctors. A&T also took World Breastfeeding Week to the grassroots and district levels. A&T held 58 three-hour seminars for 1,160 mothers and two district seminars for doctors.

Ethiopia

Launch. WBW brought seven partners together to prepare and execute activities under the leadership of the Federal Ministry of Health (FMOH). The week was launched with an event in a model community in SNNP region to showcase the government’s plans to establish model communities nationwide that adopt good health practices.

Mass media coverage. A journalist who attended one of A&T’s IYCF trainings earlier this year hosted a one-hour Ethiopian television program on breastfeeding. During the program, representatives from A&T and the Federal Ministry of Health discussed questions raised by the public. They focused on challenges related to early initiation and exclusive breastfeeding in Ethiopia. A radio program host, who also attended one of A&T’s IYCF training sessions, made breastfeeding the focus of two consecutive live radio shows. A&T staff member Tigist Abate answered call-in questions from the public. TV and radio spots on exclusive breastfeeding were aired throughout the month of August on Ethiopian Television, Sheger FM, and Radio Fana.

Engagement of Women’s Associations. A&T carried out events at the regional level through partnerships with Women’s Associations in Tigray and SNNPR. The SNNPR Women’s Association held a two-day executive committee meeting to discuss the role of women leaders and other stakeholders in promoting breastfeeding, and the Women’s Associations in both regions hosted media roundtable discussions.