Breastfeeding Awareness / MAA Programme
Government has
launched National Breastfeeding Promotion Programme – MAA (Mothers’ Absolute Affection)
to ensure adequate awareness is generated among masses, especially mothers, on
the benefits of breastfeeding.
World
Breastfeeding Week: August 01 – 07, 2016
· The goal of the Programme is to enhance optimal breastfeeding
practices, which includes initiation of breastfeeding within an hour of birth,
exclusive breastfeeding for the first six months, and continued breastfeeding
for at least two years.
· The government will train nurses in government hospitals, Accredited
Social Health Activists (ASHA), Auxiliary Nurse Mid-wives (ANM) to provide
relevant information and counselling support to mothers for breastfeeding.
· Monitoring and impact assessment is also an integral part of MAA
programme. Progress will be measured against key indicators, such as
availability of skilled persons at ground for counselling, improvement in
breastfeeding practices and number of accredited health facilities.
· Dedicated funds— Rs 4.3 lakhs per district, have been allocated to
states for the programme, which is in addition to the funds approved under
National Health Mission’s annual project implementation plans.
· To ensure effective roll-out of the programme ministry of health has
established MAA secretariat and a steering committee will be created in all
states and at the district level.
· The programme will be monitored by UNICEF and other partners. UNICEF
has roped in actor Madhuri Dixit as brand ambassador to promote breastfeeding.
Importance of breast
feeding:
Ø 13%: children die below 5 yrs of age, owing to poor breastfeeding
practices.
Ø 823 000: child deaths can be averted every year.
Ø 1,56,000: child deaths could be reduced in India with breastfeeding.
Ø 4 million: respiratory infection episodes can be reduced.
Ø 9 million: Diarrhoea episodes can be reduced.
Ø 15 times: children are more likely to die of pneumonia who are not
breastfed.
Ø 11 times: children are more likely to die of diarrhea.
Ø 20,000: mothers’ deaths due to breast cancer can be averted globally f
mothers breastfeed for more than a year.
Ø 3 to 4 points: Increase in IQ, depending on the duration of
breastfeeding.
Indian Scenario:
ü 7%: deliveries take place in hospitals.
ü 6%: children receive breastfeeding within one hour of birth.
ü 9%: exclusively breastfed for the first six months.
ü 5%: children between 6-8 months given complementary foods.
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