Health Minister Pradeep Amat on Tuesday launched a National Breastfeeding Promotion Programme-MAA (Mothers’ absolute affection) to ensure that adequate awareness is generated among masses, especially mothers, about the benefits of breastfeeding.
In Odisha, the initiation of breastfeeding within one hour of birth has improved from 55 per cent in 2005-06 as per the National Family Health Survey-3 (NFHS) to 73 per cent in 2013-14 as per the Rapid Survey on Children (RSOC) and exclusive breastfeeding in the first six months of life moved from 51 per cent in 2005- 06 (NFHS 3) to 69 per cent in 2013-14 (RSOC). “Despite breastfeeding being one of the most important interventions for child survival, more initiatives are needed to be chalked out to facilitate 100 per cent breastfeeding and nothing else,” said Amat.
“The MAA, a programme which has been launched nationwide will help promote breastfeeding habits among newborns and children. Because of the huge benefits of breastfeeding, we have the responsibility to take up this programme which will eventually reduce child mortality,” said Amat.
The programme seeks to improve family and community awareness about the importance of early and exclusive breastfeeding; strengthen counseling of mother through ASHA workers and provide support to mothers in public health facilities on how to correctly breastfeed the baby. Speaking on breastfeeding and infant and young child feeding in Odisha, Unicef Odisha chief Yumi Baethe said the Unicef is pleased to support this commitment of the State Government and the rollout of this important programme in letter and spirit. Women and Child Development (WCD) Secretary Vishal Dev said that for successful implementation of the programme a multi-sectoral approach in collaboration with departments such as Health, Women and Child Development, Panchayati Raj and Rural Development is required.
Early and exclusive breastfeeding is one of the most cost-effective interventions for a healthy baby. Breastfeeding within the first hour of birth is vital for the survival of the child and of the mother. Mother’s milk only in the first six months of life ensures maximum protection against under-nutrition, illness and death.