The Sharjah Baby-Friendly Campaign, SBFC, has launched an awareness campaign about the benefits of breastfeeding, taking place from May 12th until November 30th, to ensure a better healthy life for future generations in the emirate. 15-05-17 World Breastfeeding Week is celebrated every year in August, but theSBFC campaign launched early in the Emirate of Sharjah and extends through to November to allow for a wider participation by all segments of society, and to attract a greater number of companies and institutions to contribute to raising awareness about the importance and benefits of breastfeeding, encourage breastfeeding and improve the health of babies in the emirate.
The awareness campaign, announced at a special event at the Sharjah Chamber of Commerce and Industry, SCCI, the official sponsor of breastfeeding week, aims to step up efforts in the field of health education and promote healthy concepts about breastfeeding through educational lectures and distribution of booklets and pamphlets about pregnancy and childbirth. The launch event began with a speech by Hessa Khalfan Al Ghazal, Director of the Executive Committee of the SBFC, followed by a speech by Mariam Saif Al Shamsi, Assistant General Manager of Human, Finance and Information Resources, SCCI. During the event, female employees and working mothers highlighted the lack of support at private companies and organisations, calling for the need to support breastfeeding employees by providing them with facilities and allowing them to have nursing breaks to breastfeed their babies.
The SBFC Campaign, which was launched in March 2012, is in line with the directives of H.H. Dr. Sheikh Sultan bin Mohammed Al Qasimi, Supreme Council Member and Ruler of Sharjah, and under the generous patronage of H.H. Sheikha Jawaher bint Mohammed Al Qasimi, Wife of the Ruler of Sharjah and Chairperson of the Supreme Council for Family Affairs, and aims to transform Sharjah into an entirely baby-friendly environment by the end of this year. Speaking about the campaign,
Hessa Khalfan Al Ghazal said, “Breastfeeding Week comes in line with the key goal for which the Sharjah Baby-Friendly Campaign was launched, and is in keeping with our drive to increase breastfeeding rates in the emirate by providing all possible facilities for working women to enable them to breastfeed during working hours, thus encouraging women to breastfeed their babies.” Mariam Saif Al Shamsi said, “Our collaboration with the Sharjah Baby-Friendly Campaign and sponsorship of the SBFC Breastfeeding Week and awareness campaign stems from our long-standing commitment to supporting health and community initiatives for the good of our society. We believe such initiatives are much needed to encourage women to breastfeed their babies and not to use milk formula, as well as to highlight the positive benefits of breastfeeding for women and their babies.”