News Feed Item

95 Babies Could Be Saved Every Hour If Mothers Breastfed in 'power hour' After Birth-Save the Children

TORONTO, ONTARIO -- (Marketwire) -- 02/18/13 -- The lives of 95 babies could be saved every hour - 830,000 a year - if new mothers around the world breastfed immediately after giving birth, Save the Children said today.

In a new report, Superfood for Babies, the aid agency said that if babies receive colostrum - the mother's first milk - within an hour of birth, it will kick start the child's immune system, making them three times more likely to survive. And, if the mother continues feeding for the next six months, then a child growing up in the developing world is up to 15 times less likely to die from killer diseases like pneumonia and diarrhea.

Save the Children said the enormous progress already made in reducing child mortality could be accelerated if more moms were encouraged to breastfeed.

Despite the startling statistics, global breastfeeding rates are stalling and actually declining across East Asia and in some of Africa's most populous countries like Ethiopia and Nigeria. The prevalence of traditional practices as well as a severe shortage of health workers and examples of inappropriate marketing techniques by some baby milk substitute companies, have contributed to this.

Save the Children CEO Patricia Erb said: "Thirty years ago I worked in Latin American countries to support breastfeeding moms. I have seen how breastfeeding early and for a minimum of six months saves lives, particularly in developing countries."

The aid agency said four key factors are to blame:

--  A lack of empowerment and education for women which means that some
    harmful traditional practises, which undermine moms breastfeeding their
    babies, are still rife. Instead of live-saving colostrum, in some
    places, newborn babies are fed coffee, shea butter or ash in their first
    hour of life. 
--  The severe shortages of midwives and of health workers in the developing
    world, which means that information on the benefits of breastfeeding is
    inadequate, and there is not enough support to help moms once they give
--  Lack of adequate maternity legislation which makes breastfeeding and
    returning to work a challenge. In reality most mothers living in
    developing countries do not have access to any paid maternity leave. 
--  Marketing practices by some breast milk substitute companies that can
    result in mothers believing that formula is the best way to feed their
    baby even if they are unable to afford it. 

Superfood for Babies also highlights questionable marketing practices adopted by some breast milk substitute companies active in emerging markets. Asia is a lucrative new market for the industry which is already worth GBP 16 billion and set to grow as whole by 31% by 2015. In East Asia and the Pacific, the number of breastfeeding mothers has fallen from 45% in 2006 to 29% in 2012.

New research by Save the Children International in Asia found mothers who cited examples of marketing activity which violate the internationally agreed code for marketing of breast milk substitutes.

In Pakistan the aid agency worked with respected pollsters Gallup to survey new mothers and health workers finding that:

--  20% of health workers surveyed said they received branded gifts from
    representatives of breast milk substitute companies, including
    prescription pads, calendars, pens and note pads. 
--  11% of mothers surveyed said they had seen or read promotional
    literature about breast milk substitutes whilst at hospital or a clinic.

In a snapshot of the situation in China the aid agency also spoke to mothers finding that:

--  40% of mothers surveyed reported being given formula samples by some
    breast milk substitute's company representatives or health workers. Of
    this 60% were said to be provided by baby food company representatives,
    and over 30% were said to be given by health workers. 
--  40% of mothers surveyed said they had been contacted directly by
    representatives of breast milk substitutes companies; half of them had
    been contacted in hospitals and over one-third by phone. 

The aid agency said women who give birth with the help of skilled birth attendants are twice as likely to breastfeed in the first crucial hour and that plugging a critical gap of 3.5 million health workers would dramatically increase the number of breastfeeding moms.

Ms Erb continued: "If every baby was fed during the first hour of life - what we call the "power hour" - we estimate that up to 830,000 new-born deaths could be prevented every year; that's 95 babies every hour. And if moms were helped to breastfeed for a minimum of six months, many more children would be protected from killer diseases like pneumonia and diarrhea. It is a matter of life and death."

The aid agency said that stopping children from dying from preventable disease and hunger is possible in our lifetime but only if world leaders step up their fight with greater funding for malnutrition, and breastfeeding in particular.

Ms Erb added: "We are at a global tipping point. The Canadian government has been a leader on maternal newborn child health and nutrition and with continued leadership and global focus we could be the generation to stop children dying from preventable disease and malnutrition. This year's G8 is a once in a lifetime opportunity to focus effort on a final push to end hunger."

The aid agency is calling on:

--  The Canadian government to use the G8 in June and associated hunger
    summit to fund nutrition work with breastfeeding as a core component and
    to encourage other world leaders to follow their example. 
--  Other donor countries to step up their funding for nutrition. 
--  For every developing world country to put in place plans to increase
    breastfeeding rates. 
--  Breast milk substitute companies to increase health warnings that
    formula is inferior to breast milk to cover one-third of its packaging. 
--  All governments to turn the International Code and subsequent
    Resolutions on breast milk substitutes into law and ensure it is
    independently monitored and enforced. 

Notes to editors:

- To calculate that 95 babies could be saved every hour we projected trends in both Ghana and Nepal, alongside the most recent neonatal data. This is an estimate but uses the best available evidence and reflects trends highlighted by WHO. This method assumes that the effects of breastfeeding are constant across various countries and contexts, and that the effects shown in Ghana and Nepal are a reasonable approximation to the global average. A full narrative of the calculation is available upon request.

- Predicted figures of East Asia growth have been taken from Euromonitor, Safety First: Global baby food opportunities and challenges to 2015, February 2011.

- The International Code of the Marketing of Breast Milk Substitutes is here http://www.who.int/nutrition/publications/infantfeeding/9241541601/en/

- UNICEF recently reviewed the declining rate of exclusive breastfeeding in the region and found that the overall rate, which in 2006 was 45% including China or 32% excluding China, had fallen to 29% for the whole region in 2012. This data is not comparable with current exclusive breastfeeding rates as in 2006 China measured exclusive breastfeeding up to four months and allowed for an infant's additional intake of water.

- In a rough snapshot of evidence Save the Children International spoke to 291 mothers of infants from Inner Mongolia Autonomous Region, Beijing, Jinan from Shandong Province, Shanghai, Nanjing from Jiangsu Province, and Shenzhen from Guangdong Province.

- In Pakistan Save the Children International spoke to 2400 mothers and 1200 health workers across Pakistan through respected pollsters Gallup.

To read the report, please click: http://media3.marketwire.com/docs/Superfood_for_Babies_Africa.pdf.

More Stories By Marketwired .

Copyright © 2009 Marketwired. All rights reserved. All the news releases provided by Marketwired are copyrighted. Any forms of copying other than an individual user's personal reference without express written permission is prohibited. Further distribution of these materials is strictly forbidden, including but not limited to, posting, emailing, faxing, archiving in a public database, redistributing via a computer network or in a printed form.

Latest Stories
In past @ThingsExpo presentations, Joseph di Paolantonio has explored how various Internet of Things (IoT) and data management and analytics (DMA) solution spaces will come together as sensor analytics ecosystems. This year, in his session at @ThingsExpo, Joseph di Paolantonio from DataArchon, will be adding the numerous Transportation areas, from autonomous vehicles to “Uber for containers.” While IoT data in any one area of Transportation will have a huge impact in that area, combining sensor...
DevOps theory promotes a culture of continuous improvement built on collaboration, empowerment, systems thinking, and feedback loops. But how do you collaborate effectively across the traditional silos? How can you make decisions without system-wide visibility? How can you see the whole system when it is spread across teams and locations? How do you close feedback loops across teams and activities delivering complex multi-tier, cloud, container, serverless, and/or API-based services?
Almost everyone sees the potential of Internet of Things but how can businesses truly unlock that potential. The key will be in the ability to discover business insight in the midst of an ocean of Big Data generated from billions of embedded devices via Systems of Discover. Businesses will also need to ensure that they can sustain that insight by leveraging the cloud for global reach, scale and elasticity.
So you think you are a DevOps warrior, huh? Put your money (not really, it’s free) where your metrics are and prove it by taking The Ultimate DevOps Geek Quiz Challenge, sponsored by DevOps Summit. Battle through the set of tough questions created by industry thought leaders to earn your bragging rights and win some cool prizes.
Today every business relies on software to drive the innovation necessary for a competitive edge in the Application Economy. This is why collaboration between development and operations, or DevOps, has become IT’s number one priority. Whether you are in Dev or Ops, understanding how to implement a DevOps strategy can deliver faster development cycles, improved software quality, reduced deployment times and overall better experiences for your customers.
The security needs of IoT environments require a strong, proven approach to maintain security, trust and privacy in their ecosystem. Assurance and protection of device identity, secure data encryption and authentication are the key security challenges organizations are trying to address when integrating IoT devices. This holds true for IoT applications in a wide range of industries, for example, healthcare, consumer devices, and manufacturing. In his session at @ThingsExpo, Lancen LaChance, vic...
Cloud based infrastructure deployment is becoming more and more appealing to customers, from Fortune 500 companies to SMEs due to its pay-as-you-go model. Enterprise storage vendors are able to reach out to these customers by integrating in cloud based deployments; this needs adaptability and interoperability of the products confirming to cloud standards such as OpenStack, CloudStack, or Azure. As compared to off the shelf commodity storage, enterprise storages by its reliability, high-availabil...
In the next forty months – just over three years – businesses will undergo extraordinary changes. The exponential growth of digitization and machine learning will see a step function change in how businesses create value, satisfy customers, and outperform their competition. In the next forty months companies will take the actions that will see them get to the next level of the game called Capitalism. Or they won’t – game over. The winners of today and tomorrow think differently, follow different...
The IoT industry is now at a crossroads, between the fast-paced innovation of technologies and the pending mass adoption by global enterprises. The complexity of combining rapidly evolving technologies and the need to establish practices for market acceleration pose a strong challenge to global enterprises as well as IoT vendors. In his session at @ThingsExpo, Clark Smith, senior product manager for Numerex, will discuss how Numerex, as an experienced, established IoT provider, has embraced a ...
SYS-CON Events announced today that Super Micro Computer, Inc., a global leader in Embedded and IoT solutions, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 7-9, 2017, at the Javits Center in New York City, NY. Supermicro (NASDAQ: SMCI), the leading innovator in high-performance, high-efficiency server technology, is a premier provider of advanced server Building Block Solutions® for Data Center, Cloud Computing, Enterprise IT, Hadoop/Big Data, HPC and ...
The Internet of Things (IoT), in all its myriad manifestations, has great potential. Much of that potential comes from the evolving data management and analytic (DMA) technologies and processes that allow us to gain insight from all of the IoT data that can be generated and gathered. This potential may never be met as those data sets are tied to specific industry verticals and single markets, with no clear way to use IoT data and sensor analytics to fulfill the hype being given the IoT today.
Donna Yasay, President of HomeGrid Forum, today discussed with a panel of technology peers how certification programs are at the forefront of interoperability, and the answer for vendors looking to keep up with today's growing industry for smart home innovation. "To ensure multi-vendor interoperability, accredited industry certification programs should be used for every product to provide credibility and quality assurance for retail and carrier based customers looking to add ever increasing num...
Web Real-Time Communication APIs have quickly revolutionized what browsers are capable of. In addition to video and audio streams, we can now bi-directionally send arbitrary data over WebRTC's PeerConnection Data Channels. With the advent of Progressive Web Apps and new hardware APIs such as WebBluetooh and WebUSB, we can finally enable users to stitch together the Internet of Things directly from their browsers while communicating privately and securely in a decentralized way.
The Open Connectivity Foundation (OCF), sponsor of the IoTivity open source project, and AllSeen Alliance, which provides the AllJoyn® open source IoT framework, today announced that the two organizations’ boards have approved a merger under the OCF name and bylaws. This merger will advance interoperability between connected devices from both groups, enabling the full operating potential of IoT and representing a significant step towards a connected ecosystem.
Without lifecycle traceability and visibility across the tool chain, stakeholders from Planning-to-Ops have limited insight and answers to who, what, when, why and how across the DevOps lifecycle. This impacts the ability to deliver high quality software at the needed velocity to drive positive business outcomes. In his general session at @DevOpsSummit at 19th Cloud Expo, Eric Robertson, General Manager at CollabNet, will discuss how customers are able to achieve a level of transparency that e...