NY / WORLD BREASTFEEDING WEEK

This is World Breastfeeding Week and UNICEF and its partners are asking health professionals to encourage new mothers to breastfeed their children. Every year, nearly 9 million children die before their fifth birthday. Breastfeeding is one of the most effective ways to reduce that toll. UNICEF

• Categories: News & Features / News Stories / Unifeed
• Video Length: 00:01:05
• Production Date: 3 August 2010
• Asset Language: Original
• Corporate Name: UNITED NATIONS CHILDREN'S FUND - UNICEF
• Subject Topical: HEALTH; NUTRITION; HEALTH SERVICES; MEDICINE
• MAMS Id: U100803e

Description

STORY: NY / WORLD BREASTFEEDING WEEK
TRT: 1.05
SOURCE: UNICEF
RESTRICTIONS: NONE
LANGUAGE: ENGLISH / NATS

DATELINE: 29 JULY 2010, NEW YORK CITY / FILE

Shotlist

FILE – RECENT, NEW YORK CITY

1. Wide shot, UNICEF headquarters

29 JULY 2010, NEW YORK CITY

2. SOUNDBITE (English) Dr. Mickey Chopra, Chief of Health, UNICEF:
“This year we’re focusing on ‘Breastfeeding, 10 Steps to a Baby Friendly way’ and that refers to ten simple steps that hospitals and clinics and health workers working in those facilities can make which will allow and give information to mothers to exclusively breastfeed their children for the first six months.

FILE – JULY 2008, LOMBOK, INDONESIA

3. Various shots, midwives teaching mothers how to breastfeed

29 JULY 2010, NEW YORK CITY

4. SOUNDBITE (English) Dr. Mickey Chopra, Chief of Health, UNICEF:
“These are ten steps which have been implemented in over a quarter of all hospitals that deliver babies around the world and where they have been implemented what we find is that mothers are much more confident and much more likely to exclusively breastfeed their children in the first six months.”

FILE – JULY 2008, DUSHANBE, TAJIKISTAN

5. Med shot, new mothers at hospital
6. Med shot, doctor examining baby

Storyline

Every year nearly nine million children die before their fifth birthday. Breastfeeding is one of the most effective ways to reduce that toll and UNICEF has joined a worldwide movement encouraging mothers to exclusively breastfeed their babies.

World Breastfeeding week began on 1 August. This year’s theme is “Breastfeeding, Just 10 Steps, The Baby Friendly way” and it focuses on the authority that health care workers and have in
influencing mothers’ behaviour.

SOUNDBITE (English) Dr. Mickey Chopra, Chief of Health, UNICEF:
“This year we’re focusing on ‘Breastfeeding, 10 Steps to a Baby Friendly way’ and that refers to ten simple steps that hospitals and clinics and health workers working in those facilities can make which will allow and give information to mothers to exclusively breastfeed their children for the first six months.

UNICEF is working with the World Alliance for Breastfeeding Action and the World Health Organization, to educate policy-makers, donors, partners, healthcare workers and the public to the benefits of breastfeeding.

The ten steps have been implemented in more than quarter of all hospitals worldwide that deliver babies. Experience has shown that the steps make mothers more confident and more likely to exclusively breastfeed their children in the first six months.

SOUNDBITE (English) Dr. Mickey Chopra, Chief of Health, UNICEF:
“These are ten steps which have been implemented in over a quarter of all hospitals that deliver babies around the world and where they have been implemented what we find is that mothers are much more confident and much more likely to exclusively breastfeed their children in the first six months.”

Breastfeeding has the potential to prevent 12 to 15 per cent of all deaths among children under five. Twenty per cent of children could be saved if they were breastfed within the first hour of life.

The vast majority of mothers do not exclusively breastfeed their children, globally the rate is around 37 per cent. However, a number of countries have shown that this can be changed quickly, even in the most challenging circumstances.