1. Why Breastfeeding is important to be protected? Haryana State Orientation Workshop on IMS Act 20 March 2009 Dr. Arun Gupta MD FIAP National Coordinator BPNI

2. Life begins here ….

3. Overview Bit of history.. 1950s to 1970s… Relevant science… How health system was corrupted Some examples of current practice What can be done by the State?

4. Decline of breastfeeding 1975-1985 BNS Walia documented a huge decline in chandigarh 3 NFHS studies have not shown any increase in exclusive breastfeeding rather gone down.

5. “ Misguided propaganda on infant feeding should be punished as the most criminal form of sedition, as that those deaths should be regarded as murder” Dr. Cicely Williams “Milk and murder”(1939)

6. 1960s Derick Jelliffe coined a tern “commerciogenic malnutrition”

7. Nestle faced a Trial 1974 War on Want

8. Oxytocin Reflex For milk ejection 3/3

9. Helping and Hindering the Oxytocin Reflex For milk ejection 3/4

10. Prolactin Reflex Secretion continues AFTER feed to produce NEXT feed To increase milk productions 3/2

12. 1970s A US baby food company offered free architecture support to hospitals and separated babies from mothers, Nurseries came up as a fashion

13. Decline of breastfeeding 1975-1985 Prof BNS Walia documented decline from 75 to 25% in Chandigarh population

14. A local story of 1983 17 hospitals of Jalandhar were found to be under the influence of free supplies.

15. Mind set of an artist

16. A Pakistani mother feeding twins, 1980s

17. Use of Milk Nurses

18. “poop-cee” from India in 1984

19. 1980s.. Campaign..

20. On Formula in 1983

21. 1984

22. 1984..Amulspray

23. 1987, 89…

24. 1989 Emphasis grew on complementary foods

25. Internal demonstration in Manila 1989

26. 2000..work

27. 2000 work …

28. 2000…

29. Amendment Act 2003 Included all baby foods for children up to 2 years Strengthened the health workers section

30. Formula disasters, Lets speak about it ! More diarrhea More infant deaths More diabetes More obesity

31. Benefits Update on Evidence 11.6% reduction in infant mortality with 99% “breastfeeding promotion” 19.6% reduction in stunting with 99% “complementary feeding promotion” Better brain development Less obesity, hypertension, diabetes type 2, and cardiac disease

32. 2009 Advertisement in Indian Express

33. Do we want this..?

34. Life begins here ….

35. Counselling session

36. Actions : What can we do Establish breastfeeding support systems Ban sponsorships Enquiry into health facility for use of formula Check chemist shops for promotion and incentives Regular check, and ban all advertisements and promotion of feeding bottles and baby foods District information system Empower People to monitor the Act !

37. Thanks ! http://www.onemillioncampaign.org