How we can work togetherEngage governments, United Nations and development partners, civil society, professional associations, academe and media to create breastfeeding-friendly environments as the norm.

• EnsurestakeholdersarefullyinformedabouttheInternationalCodeonMarketingofBreast-milkSubstitutesandotherrelevantstandards.

• Generateevidencetosupportdata-drivenpolicymaking.

• Reviewlegislation,regulations,enforcement,financingandprogresstowardsprotection,promotionandsupportofbreastfeeding.

• Conveneforumsforwideparticipationinpolicydialogueandplanning.

• Fostercoordinationbetweenagenciestomonitorand enforce the Code.

• Callforcivilsocietytore-positionbreastfeedingastheculturalnormandaspirationalpractice.

Together we can make a differenceContactusat:

Email:nut@wpro.who.int www.wpro.who.int/nutrition/en Division of Building Healthy Communities and Populations

AcTions THAT mAke A difference

Breastfeeding support:close to mothers

References:1 UNICEF. State of the World’s Children 20132 Sobel et al, The Economic Burden of Infant Formula on Families with Young

Children in the Philippines, J Hun Lact May 2012, vol. 28 no. 2 174-180.3 Philipp BL, Merewood A, Miller LW et al. Baby-friendly Hospital Initiative

improves breastfeeding initiation rates in a US hospital setting. Pediatrics, 2001, 108:677-681.

4 Salud et al. People’s Initiative to Counteract Misinformation and Marketing Practices: The Pembo, Philippines, Breastfeeding Experience, 2006. J Hum Lact Online First, published on April 21, 2009

© World Health Organization 2013All rights reserved.

issues and challengesFormula-fedinfantshavetwicetheriskofdeathofthoseexclusivelybreastfedforthefirstsixmonthsoflife.Delayedinitiationofbreastfeedingfurtherincreasestheriskofdeath as does termination of breastfeeding before at least twoyearsofage.Replacingbreastmilkwithinfantformulahasdirectlyorindirectlycontributedto220000deathsofchildrenunderfiveyearsofageannuallyandmanytimesmoreillnesses.Unfortunately,fewinfantsandyoungchildrenreceivethefullbenefitsofbreastfeeding.1

WHO recommends

1. Initiationofbreastfeedingwithinonehourofbirth;2. Exclusivebreastfeedingforthefirstsixmonthsoflife;3. Continuedbreastfeedingfortwoyearsandbeyond;

and4. Introductionofadequateandappropriate

complementary foods from the age of six months onwards

Lowbirthweightandprematureinfantsfedwithbreastmilkhavemuchlowerratesofillnessanddeath.Breastfeedingeven prevents breast and ovarian cancer for the mother, and leukemia,diabetes,hypertension,obesity,asthmaandmanyotherdiseasesforthebabyongrowingup.

Economically,breastfeedingcouldsavefamiliesandgovernmentsintheWHOWesternPacificRegionbillionsofdollarsbyreducinghealthcarecostsandpurchasesofinfantformula.2

Why we need to actMotherswhoreceivesupportinhospitals,3 in the communitybypeersandatworkplacesaremorelikelytobreastfeed. 4

Unfortunately,aggressivemarketingofinfantformulaintheRegionhasconfusedmothersandhealthworkers.Mythsandmisconceptionsaboutbreastfeedingstillprevails,likenothavingenoughmilkorthebreastmilkisnotsufficienttosatisfytheneedsofthebaby.OftenhealthworkersdonotknowtheyareviolatingtheInternationalCodeofMarketingofBreast-milkSubstitutes.

What we can doSupportcountriesto:• Investinnationalinfantandyoungchildfeeding

policies,plansandsupportivesystems.• AlignnationallegislationwiththeInternational

CodeofMarketingofBreast-milkSubstitutesandallsubsequentWorldHealthAssemblyresolutions.Ensurethenationalcodesareenforcedandmonitored.

• Eliminateconflictsofinterestbetweenindustryandhealth professionals. Leaders in ministries of health, professional associations and academe need to recognizeandeliminatesuchentanglementsandenlist their memberships to do the same.

• IntegrateBaby-FriendlyHospitalInitiativestandardsandenforcementintohealthfinancingplanstoensuresustainabilityandnationwidecoverage.

• Ensureallworkingwomen(formalandinformalsector) have paid maternity leave and breastfeeding breaksalignedwithInternationalLaborOrganization’s Maternity Protection Convention.

• Establishpeer-supportsystemsincommunitiesandworkplaces.

5.50%

33.50%

0%5%

10%15%20%25%30%35%40%

1995: Hospitals with minimal lactation support

1999: Hospitals designated as Baby friendly

Improved Exclusive Breastfeeding After Implementationof the Baby-Friendly Hospital Initiative 3

Adapted from: Philipp BL, Merewood A, Miller LW et al. Baby-friendly Hospital Initiative improves breastfeeding initiation rates in a US hospital setting. Pediatrics, 2001, 108:677-681.