UNICEF MNE Breastfeeding TV advertisement


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Tytuł: UNICEF MNE Breastfeeding TV advertisement

Streszczenie: Under the theme „Breastfeeding: Just 10 Steps. The Baby Friendly Way” World Breastfeeding Week this year commemorates the 20th anniversary of the Innocenti Declaration that called for implementation of the Ten Steps to successful breastfeeding in all maternity wards. During these 20 years, more than 20,000 maternity wards, or about 28% of all maternity wards in the world, have fully implemented the Ten Steps and have been certified by the Baby-friendly Hospital Initiative (BFHI). During this time, rates of exclusive breastfeeding have increased significantly.

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UNICEF research reveals that only every forth mother breastfeeds her baby within the first hour after birth in Montenegro. Moreover, only 19% of women exclusively breastfeed their children within the first six months. 85% of Montenegro’s parents do not know that breast milk meets all the needs of the child for nutrients.

„UNICEF and WHO recommend that mothers start breastfeeding within one hour of birth and that they exclusively breastfeed their children for the first six months. Breastmilk is the most complete form of nutrition a mother can offer her newborn and it cannot be artificially replicated.” says UNICEF Montenegro Representative Noala Skinner.

An extensive body of research has demonstrated that mothers require active support for establishing and sustaining appropriate breastfeeding practices. WHO and UNICEF launched the Baby-friendly Hospital Initiative in 1992, to strengthen maternity ward practices to support breastfeeding.

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Data publikacji: 02.08.2010