World breastfeeding week was observed around the globe between August 1st and 7th this year.

World Vision’s Child Health Now (CHN) campaign worked towards promoting awareness about the importance of breastfeeding in the communities of across India. 

This initiative strove to promote early initiation of breastfeeding to draw attention to reducing the neonatal mortality rates. 

In the blocks of Narsinghpur, Ranchi and Nalanda ADPs, CHN team with the government departments of Health & ICDS organized awareness programmes for communities and capacity building for Anganwadi workers.

“We have been trying to raise the issue of malnutrition at the highest levels. This year the focus has specifically been on the basics — emphasising how simple practices like  breast feeding can improve child health and reduce malnutrition and related child deaths,” said Ms. Bulu Sareen, Head – Child Health Now, World Vision India.

World Vision India CHN joined hands with Integrated Child Development Scheme and health department of the local government across the block to encourage all communities to initiate breastfeeding within the first hour of birth to six months. 

Malnutrition is responsible, directly or indirectly for about one third of deaths among children under five. Well above two thirds of these deaths, often associated with inappropriate feeding practices, occur during the first year of life. Nutrition and nurturing during the first years of life are both crucial for life-long health and well-being. In infancy, no gift is more precious than breastfeeding. 

Breastfeeding has a key role in reaching seven of the eight Millennium Development Goals (MDGs). The campaign also served to call on the international and national programmes to monitor the rate of exclusive breastfeeding at six months as an indicator of progress toward the MDGs. 

Street plays and rallies were held across communities for building awareness on nutrition and exclusive breastfeeding. 

World Vision India staff and anganwadi workers, speaking on the occasion, spelled out the benefits of breastfeeding to the mothers present and also dealt with queries from the audience.