Source document: https://docs-lawep.s3.us-east-2.amazonaws.com/1694834454190.pdf (India)
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श्रीनिवासुलु संयुक्त सचिव K. Sreenivasiuli Joint Secretary wea set भारत URS महिला एबं बाल fara sas शास्त्री भवन, नई feeci-110 001 GOVERNMENT OF INDIA yINISTRY OF WOMEN & CHILD DEVELOPMENT SHASTRI BHAWAN NEW DELHI-110 004 (Mh (INDIA) pets Ph.

: 91-11 Fax : 91-11-23884089.2307 04 79 2 3LL “Kee E-mail : kareti.sreeni@nic.in D.O.
No, 4/3/2014-ND/&E Dear Madam/Sir, Date: 17.07.2014 As you are aware, every year the first week of August is celebrated as Worid Breastfeeding Week (WBW) to focus attention on important aspects of protection, Promotion, and support of breastfeeding.

This year Worid Breastfeeding Week 2014 (1-7" August) will be observed on the theme “BREASTFEEDING: A Winning Goal - for Life!” The theme responds to the Millennium Development Goals countdown by asserting the importance.

of increasing and Sustaining the.


protection, promotion and support of breastfeeding and engaging as many groups, and People of various ages as possible.

To Protect, Promote and Support breastfeeding is a vital, fife- Saving goal and with this you Can contribute to each of the MDSs in @ substantial way.

2.

Exclusive breastfeeding and adequate complementary feeding are key interventions for improving child survival.
The optimal infant feeding practices like initiation of breastfeeding within one hour of the birth and exclusive breastfeeding for first six months, and continued breastfeeding for two years or beyond together with adequate, appropriate and indigenous complementary feeding from six months of age are effective in reducing malnutrition as well as poverty.

A united effort and concerted effort is needed to help infants and mothers achieve optimal health and wellness.
In India Suboptimal breastfeeding is major cause of diarrhoea, pneumonia and newborn infection, which are major killers of children.

3.

The National Guidelines on Infant and Young Child Feeding 2006 and policies like Maternity Benefit Act, 1961 are important to enhance breastfeeding and exclusive breastfeeding for six months.

Strict implementation and amendment of IMS Act both in letter & sprit is a must for reducing child morbidity and mortality Promoting integrated early child development.
The IMS Act has been enacted and amended, we need to be vigilant and proactive in promoting and protecting the breastfeeding safeguarding infant feeding from commercial influence.

4.

The States have always taken keen interest to celebrate World Breastfeeding Week.
In this regard, | request all the State/UTs machineries, particularly ICDS, Health, PRls and community based organizations to celebrate World Breastfeeding Week and disseminate information and reach out to mothers for achieving optimal breastfeeding.

5, Also, the Food and Nutrition Board of this Ministry, through its Community Food and Nutrition Extension Units (CFNEUs) located in 29 States/UTs will be organizing State level Symposium, Awareness Generation Camps, Exhibitions etc.
during World Breastfeeding Week 2014 (1-7 August) with a view to create awareness on these vital issues amongst the people.

6.

Your active support in promoting the cause of Infant and Young Child Nutrition will go a long way in accelerating reduction in malnutrition and Infant Mortality Rate in the country.

7.

Suggestive plans of actions separately for different target groups (Annex 1) and at the Anganwadi Centre under ICDS (Annex jl) has also been attached for your ready reference.
A report on action taken along with photographs and other documentation may be shared with the Ministry.

With warm regards, Yours sincerely, Ta, ._AtStates/UTs Secretaries Ministry of Health and Family Welfare Ministry of Panchayati Raj for necessary action Capy fo: All Regional DTAs (FNB) Enel: as above Suggestive plan of activities to be organized during the World Breastfeeding Week 1-7" August, 2014 Theme: “Breastfeeding: A winning goal — for fife” Ea No.
Theme Activity Reference Material Target Group Annex | 1.

| Breastfeeding promotion through | Orientation by ICDS District/State Officiafs of ICDS Breastfeeding promotion through | and NRHM Heaith System Broad Framework of implementation ICDS Mission (wed.nic.in) NRP ~ poshan.nic.in Institutional delivery (Ministry of Health and Family Welfare's Guideline 2.

| Roje of Anganwadi Workers in breastfeeding promotion.
(Preparing pregnant mothers for | Supervisors/NGOs | (Poshan.nic.in) breastfeeding, counsefing and follow up after deliver Orientation by CDPOs/iCDS Enhancing optimal infant and Young Child Feeding Practices Guidelines by MoHFVV) Available literature on breastfeeding DPOs CDPOs BMOHs LHVs ICDS Supervisors School Teachers and any Others AWWs, AWHs 1.

National Guidelines of infant and Young Chifd Feeding and otherrelevant { Community, material (wed.nic.in} 2.

BPN!
BPN!

website NRP (poshan.nis.in) AWWs AWHs, Mothers 3.

| Effective implementation of the Sensitization by infant Milk Substitutes, Feeding | Block (CDS and Officials bottles, and Infant Foods (IMS Act) by discouraging mothers/caregivers from using commercial breast milk substitutes and feeding bottles, Promotion of IMS Act.

4.

| Breastfeeding a baby- NRHM Demonstration of correct positioning of baby and addressing common probiems during breastfeeding.
: Exclusive breastfeeding, (peshan.nic.in) BPNI website Demonstration by | Relevant available material | AWWs, ASHAs, MQs, LHVs, Mothers, ANMs, ICDS Adolescent Supervisors, lYCF counselors/trainers giris Knowiedge AWW s, ICDS Supervisors, dissemination by Mothers Available relevant material (peshan.nic.in) = ¢ ¢ e Its importance Exclusive breastfeeding | District/Block level | BPNI website for working mothers Support for exclusive breastfeeding through Government Programmes Officials of CDS and Heaith a Age-appropriaie complementary | Knowledge feeding after 6 months along with continued breastfeeding dissemination by CDPOs, ICDS Supervisors Available relevant material {poshan.nic.in) BPNI website AWWs AWHs, Mothers 7.
| Breastfeeding during illness like | Health Education, | Avaitable relevant material diarrhoea, fever, HIV Health Officials, Agencies working on IYCF promotion (IMNCi Guidelines) ICDS Supervisors, AWWs, ASHAs Suggestive activities at the Anganwadi Centre during Breastfeeding Week Annex II Day 1 2 3 Activity - Community/family sensitization on breastfeeding Mothers meet (specially pregnant and lactating women) Growth monitoring linked with counseling on breastfeeding 4 Healthy Baby Show 5 Sensitization on breastfeeding through audio aids like making walt writing etc.
|e | Display/exhibition on breastfeeding at Anganwadi centres.

7 Quiz competition on breastfeeding involving women, mothers, adolescent girls, grand mothers Any other activity as may be locally appropriate.