In recent years, there has been ample speculation on the active interaction of breast milk with infants’ saliva, and scientists hypothesised that breast milk could modify itself to suit a baby’s gut microbiomes. While more research is still underway, studies have proved this true.
There is no denying that breastmilk is the most important component in a baby’s life, and it is imperative that people understand its importance to raise healthy children.
To develop awareness of the dual benefits of breastfeeding for mothers and children, Primary Health Care Corporation (PHCC) has established a campaign to educate the people of Qatar. Working in collaboration with the Ministry of Public Health (MoPH) and Hamad Medical Corporation (HMC), this campaign aims to communicate the benefits of feeding breast milk, to encourage mothers to adopt breastfeeding on a large scale. The campaign was carried out during World Breastfeeding Week, under the slogan ‘Closing the Gap: Breastfeeding Support for All’, an awareness drive organised by the Global Breastfeeding Collective.
The new campaign does not just wrap up with spreading awareness, it goes a step further and ensures implementation by establishing the Baby-Friendly Hospital Initiative (BFHI), supervised by the health sector. This programme is operated by introducing laws and policies that encourage breastfeeding for its medical benefits for both the mother and their children.
Since social media has extensive reach to people, PHCC has decided to use it to its benefit. Dr Sadriya Al Kohji, assistant medical director for child and adolescent services, has explained how the campaign is using Instagram Live, television interviews, and printed materials at educational booths installed in health centres to broadcast its message.
Wider reach
For easier access to mothers and babies, the campaign has been extended to health centres where PHCC has opened educational booths containing awareness brochures on breastfeeding guidelines. These booklets are available in both Arabic and English for easier access for the public. The educational material conveys the benefits of breastfeeding and its role in protection of the child. Representatives of PHCC will help new mothers learn that exclusive breastfeeding is recommended up to two years of age, and the kind of nutrients that it enriches a child with. These educational booths help in informing mothers about the fact that babies who are breastfed are more intelligent, and less likely to be obese, overweight, and fall prey to type 2 diabetes.
PHCC has also started postpartum home visits, which gives a much-needed one-on-one interaction with new mothers. They are provided with breastfeeding covers to encourage breastfeeding.
