Introduction

Sharjah Baby Friendly Office

The Sharjah Baby Friendly Emirate Campaign was launched in 2011 under the directives of His Highness Sheikh Dr Sultan Bin Muhammad Al Qasimi, by Sheikha Bodour bint Sultan Al Qasimi, Chairperson of the Sharjah Investment and Development Authority (Shurooq) and President of the Campaign. The campaign was themed, "A Right Beginning for a Better Future,” and aimed to encourage facilities and establishments to meet certain criteria under four initiatives: Baby-Friendly Health Facilities, Mother-Friendly Workplaces, Mother and Baby-Friendly Public Places, and Breastfeeding-Friendly Nurseries. These initiatives targeted mothers, and babies aged 0-2 years.

The efforts of the Sharjah Baby Friendly Emirate Campaign culminated in naming Sharjah the world’s first Baby-Friendly City in December 2015, after adopting all four standards and implementing them in organizations across the emirate, in cooperation with the World Health Organization (WHO) and UNICEF.

The Sharjah Child-Friendly Office

(SBFO) was established in June 2016, to prepare plans and strategies to promote and elevate the status and well-being of children of all ages in Sharjah, and work to implement them in cooperation with relevant institutions and government authorities. It was established under the directives of His Highness Sheikh Dr. Sultan bin Muhammad Al Qasimi, Member of the Supreme Council and Ruler of Sharjah, and under the patronage of His Highness’ Wife, Her Highness Sheikha Jawaher Bint Mohammed Al Qasimi, Chairperson of the Supreme Council for Family Affairs.

The SCF Office is currently implementing the ‘Sharjah Child-Friendly City’ project and sustaining the Sharjah Baby Friendly Initiatives.

Vision

Fostering life-long physical and psychological health for all children and their families.

Mission

Empower all mothers to breastfeed their babies for two years, to give them a right start in life as designed by our Creator

Goals

Promote, protect and support breastfeeding in the Emirate of Sharjah

Promoting

Breastfeeding: spreading awareness about the normal way of feeding babies and the inferiority of any other option until two years of age. This includes also restoring a breastfeeding culture in our community. 

Protecting

Breastfeeding: protecting the public from the unethical marketing of artificial feeding companies. It also includes protecting working mothers by implementing their legal rights (maternity leave and breastfeeding breaks).

Supporting

Breastfeeding: providing appropriate emotional and practical help for mothers to prevent or resolve breastfeeding difficulties.