The aim of the WBW celebration was: 

• To create awareness about breastfeeding 
• To motivate the Community approach to support breastfeeding 
• To work with all section of Community and develop ways for restoring the breastfeeding culture 
• To create awareness about the hazards of bottle-feeding and the benefits of breastfeeding.

BPNI organised 10 seminars throughout Delhi for pregnant women, parents, youth etc. Through hospital, schools and Community.

The main objective of these seminars was to inform people that breastfeeding is Nature's Way, a God's gift, most natural food a baby can receive. The group highlighted the need for exclusive breastfeeding for about 6 months and complimentary home made soft foods should start from about six months and continued with breastfeeding for about 2 years or beyond. During the discussion the group also focused that breastfeeding is an environment friendly act.

During the seminars it was emphasised that breastfeeding helps the mother to maintain her body weight and her body beautiful. Also there was the opinion that breast cancer is comparatively more among the mothers, who do not breastfeed their children. If the child is not given sufficient breastmilk, and depends on artificial food, this will lead to childhood diseases and malnutrition.

The discussion with women working outside home also highlighted the need of 6 months maternity leave, state like Haryana and Punjab have already sanctioned. During the seminar a questionnaire was distributed for the data collection on the issue.

During the seminar the important observation was breastfeeding is a common and natural phenomenon amongst slum dwelling (economically weaker section). The period of lactation amongst rural mothers is prolonged usually beyond two years of age of the child. Problem of early supplements with bottle was very commonly found in urban as well as rural areas. Delayed solid foods introduction was also noticed more in rural areas. The breastfeeding promotion programme for rural mothers is as important like other health awareness programmes thought need is more in urban areas.

Bottle-feeding practice has been seen as a sign of aristocracy - defending beauty, in the urban rich communities. Information about dangers of bottle-feeding is lacking. For the fulfilment of the theme of this year "Breastfeeding - Nature's Way" requires positive orientation amongst the urban people and the economic, environment friendly volunteers to promote breastfeeding culture.

During the seminars, a video film by BPNI "MAA KA PYAR SHISHU AAHAR" was screened and the IEC materials were distributed.

Rally 

On 5th August BPNI held a silent rally starting from Krishi Bhawan to Sena Bhavan. This was inaugurated and flagged off by Mrs. Sushma Swaraj, MP, Lok Sabha. School-Children from N.K. Bagrodia Public School, Sector 9, Rohini, Delhi and Chiranjiv Bharti School, Palam Vihar, New Delhi participated in the rally. Lot of public gathered when the rally was inaugurated by Mrs. Sushma Swaraj.

During her inaugural speech she stressed that it is a pity that an organisation was needed to promote breastfeeding and complimented the BPNI for organising this effort and involved in protection, promotion and support She cited her involvement in making the International Code of Marketing of Breast Milk substitutes as an Act when it was discussed in the Parliament in 1992. She emphasised that breastfeeding is a common and natural phenomena in the India culture, only when the western culture came into India, bottle-feeding started. This bottle-feeding culture must be discarded to promote the health of our children and our nation. She continued saying that there are many misconceptions and wrong practices not only with the mother and her relatives but also amongst the medical profession.

The producers of infant milk substitutes, feeding bottles and infant foods have through their ruthless promotional tactics, tempted many mothers to go the wrong way, mothers are denied facility for breastfeeding their babies in public places and at the place of work. There is a need to focus attention on all these and many other obstacles to successful breastfeeding.

BPNI submitted a special memorandum to His Excellency, the President of India with a copy to the Speaker and the concerned Ministries to grant six months of maternity leave for the breastfeeding mothers, for strengthening breastfeeding and infant feeding in the curriculum for schools and colleges, and train health care staff in necessary skills to manage infant feeding and lactation.

Billboards 

For public awareness BPNI organised put bill boards at ten different places in the city with breastfeeding slogans.

Media

Advocacy interviews and briefing were given to different journalists. Articles were sent to print media, etc. Was one of the ongoing activity during the Week celebration. Media responded very well.

After all the activities during the span of 7 days we feel that the important obstacles in promoting natural breastfeeding is, the lack of awareness to the society and lack of technical support from health care areas. It requires a continued health education programme through group discussion, seminars, workshops, etc. Media could play a great role. Training of functionaries in health and nutrition sector would be of great use.

Outcome 

During public seminars in different places in Delhi, the direct beneficiaries were more than 1000 women/mothers other than health personnel, youth and media persons.

Through the articles in the newspaper and magazines, millions of consumers benefited from the information of breastfeeding as there was an ocean of letters to get to know more about the issue. Lead articles in Hindi especially in Punjab Kesari with a circulation of about one million seems to be an effective toll.

In the public responses we received the need was raised for more information and materials, to know more.

During the World Breastfeeding Week celebration the Government of India has announced its formation of the National Breastfeeding Committee (NBC), headed by the Joint Secretary (Child Development), Department of Women and Child Development, Government of India, with other 15 members including BPNI, Delhi and ACASH, Bombay. Of course, BPNI take its credit as the major achievement of the last year's advocacy work.

Brief Country report: 

1. Through the 200 City Co-ordinators and State BPNIs all over the country BPNI has played a key role to fulfil the activities on World Breastfeeding Week. BPNI had supplied materials around the country for the celebration and people have benefited out of this. From every corner we have received the response and it is very much encouraging and they expressed their benefit and the continued support.

2. BPNI provided inputs into observation of World Breastfeeding Week in the country through Department of Women and Child Development, Aaganwadi Centers, 135 ICDS Technical Consultants, Nutrition Centers, etc.

3. BPNI provided inputs into observation of World Breastfeeding Week to various NGOs in the country who were also involved in the celebration in a big way.

Future Plans/Needs 

1. BPNI will continue doing the social mobilisation for public during the World Breastfeeding Week celebration every year.

2. Strengthen the social mobilisation programme by regular activities like, briefing the journalists, writing the articles, showing the video film in different programmes and places, etc.

3. Training/Education programmes, counselling parents sessions at all district/block levels.

4. Intervening with schools to develop the knowledge about breastfeeding and its benefits from the adolescent age.

5. Intervening with the education authority, schools and colleges, to include the subject in a wider form in the curriculum.