Lok Sabha Question No. 1086 (UNSTARRED), answered on 2017-07-21
Subject: Mother’s Absolute Affection Campaign
Ministry: HEALTH AND FAMILY WELFARE
Asked by: A. ARUNMOZHITHEVAN

## GOVERNMENT OF INDIA MINISTRY OF HEALTH AND FAMILY WELFARE DEPARTMENT OF HEALTH AND FAMILY WELFARE

LOK SABHA UNSTARRED QUESTION NO. 1086 TO BE ANSWERED ON 21 ST JULY, 2017

## MOTHER'S ABSOLUTE AF FECTION CAMPAIGN

## 1086. SHRI A.ARUNMOZHITHEVAN:

Will the Minister of HEALTH AND FAMILY WELFARE be pleased to state:

- (a) whether the Government has launched a Nationwide breast feeding campaign called Mother 's AbsoluteAffection which is expected to reduce infant mortality;
- (b) if so, the details thereof;
- (c) whether it is fact that breast feeding is cruc al to reduce IMR and neonatal deaths and prevent malnutrition, if so, the details thereof;
- (d) whether it is true that breast feeding also helps in reduction of obesity and deaths among women from breast cancer; and
- (e) if so, the details thereof?

## ANSWER THE MINISTER OF STATE IN THE MINISTRY OF HEALTH AND FAMILY WELFARE (SHRI FAGGAN SINGH KULASTE)

- (a) & (b): Yes. Government  has  launched  a  nationwide  breastfeeding  campaign called 'Mothers' Absolute Affection' on 5 th August, 2016.
- The goal of this programme is to revitalize efforts towards promotion, protection and of breastfeeding practices through health systems to enhance breastfeeding rates.
- The  key components of  the  programme  are  awareness  generation,  community  level interventions, health facility strengthening and monitoring.
- The following strategies have been formulated for implementation of the programme:
-  Mass awareness generation in community regarding appropriate breastfeeding practices and adverse effect of feeding the baby with infant milk substitutes through Mass media an media
-  Capacity building of the health service providers and programme managers for provid skilled supp ort for breastfeeding at health facilities.
-  Capacity  building  of  community  health  workers,  namely  ASHAs,  AWWs  &  ANMs  on breastfeeding  and  community  dialogue  by  ASHAs  through  mother'  meetings,  as  well  as lactation  support  and  interpersonal  communication  by skilled  ANMs  at  VHNDs/sub -centres.
-  Monitoring and Award/recognition of best baby friendly facilities.
- Dedicated  funds  are  being  allocated  to  States/UTs  for  the  implementation  of  MA programme.
- (c) : Yes. Early initiation of breast feeding within the first hour of birth in addition to exclusive breastfeeding  for first li fe can cut down 22 percent of all neonatal deaths. Breastfeeding provides optimal nutr the  child  and  prevents  infection  as  well  as  malnutrition.  It  has  a  protective  effec childhood obesity.
- ( d)& ( e) : Yes. Breastfeeding  also promotes post - partum  weight  loss  of  lactating  mothers and reduces the risk of breast cancer in them.

Studies  have  shown  greater  weight  loss  or  fat  loss  in  women  who  breastfed  long particularly at 3 to 6 months post partum , and the degree of breastfeeding enhances the rate of weight loss post partum. According to a study published in The Lancet in 2016, for nursing women, breastfeeding protection against breast cancer.