World Breastfeeding Week
1-7 August 2011
INDIA
Talk to Me! Breastfeeding –3D experience
Optimal Infant Feeding practices
includes
 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
feeding in INDIA
60
56.7
46.4
40
40.2
46.4
41.2
24.5
20
35
23.9
15.8
0
Initiation of
Breastfeeding within 1
hour of birth
NFHS-2 (98-99)
Exclusive breastfeeding Complementary Feeding
(0-6 months)
(6-9 months)
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
(contd.)
Mother
 Reduces post
delivery bleeding
and anemia
 Delays next
pregnancy
 Protects breast and
ovarian cancer
 Protects obesity and
shapes body
 Convenient
Family
Society

Economic benefits
 Eco-friendly

Less illnesses

Family bonding
 Human
resource
development
 Economy
development
Infection specific mortality odd ratio
Neonatal Mortality Risk by early infant
feeding practices
4
3.57
3.5
3
2.55
2.5
2
1.5
1.16
1
1
0.5
0
Within one hour
One hour to one
day
Day 2
Timing of initiation of breastfeeding after birth
Source: Edmond KM et al. Am J Clin Nutr 2007. 86:1126-31
Day 3
Under-5 deaths preventable through universal
coverage with individual interventions (2000)
India
Percent
0%
2%
4%
6%
8%
10%
12%
Breastfeeding*
Complementary feeding
Clean delivery
Hib vaccine
Intervention
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
*Breastfeeding: Exclusive for first 6 months and continued for 6 to 12 months
Source: Jones et al. LANCET 2003;362:65-71
14%
16%
18%
Role of Breastfeeding in achieving
Millennium 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
Millennium 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
Millennium 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%.
Role of Breastfeeding in achieving
Millennium Development Goal
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.
Theme World BreastFeeding Week 2011
“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”
 The theme deals with
communication at various
levels and between various
sectors.
Importance Of Communication in
Breastfeeding
 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!
 A Mother-in-law in a Village in Uttar Pradesh
It changes behavior
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. .......”
Communication Matters!
A mother in Uttar Pradesh.
It provides support
and Knowledge
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…….”
Communication Matters!
Health worker in Uttar Pradesh
It changes Practices
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..... “
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 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.