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05 August 2020 | Story Dr Chantell Witten | Photo Supplied
Dr Chantell Witten
Globally, World Breastfeeding Week is celebrated from 1 to 7 August annually to raise awareness and galvanise action to promote, protect, and support breastfeeding. This year’s theme, #WBW2020, will focus on the impact of infant feeding on the environment/climate change to protect the health of babies, the planet, and its people. Sadly, despite all the health and social benefits of breastfeeding, South Africa has one of the lowest breastfeeding rates globally.  Why is this?

Women in general face a very hostile social environment in South Africa, even more so during the COVID-19 pandemic.  Almost one in two households in South Africa is female-headed, and approximately nine million children live in fatherless homes.  This puts an added burden on women, and most often mothers, to economically provide for essentials such as food, transport, and health care. Non-breastfeeding implies a reliance on other infant feeding, most often commercial and expensive. This inadvertently leads to inappropriate infant feeding, with the introduction of other foods before the age of six months.  The World Health Organisation and the National Department of Health recommends and promotes exclusive breastfeeding for all infants during the first six months of life.  In the era of lifelong antiretroviral treatment for HIV, all women can now safely breastfeed their infants. Infants younger than six months do not need anything else but breastmilk.

Breastmilk is a unique biological material that adapts to the needs of the growing infant.  Breastmilk provides nutrition, immunity, and unique nutrients to promote neurocognitive development.  However, to assist mothers in breastfeeding, we need a supportive environment at home, in our communities, and in our workplaces.  Breastfeeding mothers face an inordinate amount of pressure and negative inputs from hostile family who do not support the mother’s role to mother her child as she sees fit, or from hostile public spaces that do not cater for the breastfeeding mother, such as shopping malls and restaurants.  This saw Spur, the well-known family restaurant group, putting forward a public breastfeeding policy for their retail chain.  In order to support the return of breastfeeding mothers to the workplace, we need all workplace environments to endorse and comply with the code of good practice on pregnancy and afterbirth.  Perhaps in this time of COVID-19, more women will be working from home and will have the pleasure and privilege afforded to them to breastfeed their babies for longer.  The longer children are breastfed, the longer the health benefits and protection, even into the adult years.  Breastfeeding is associated with lower rates of obesity, lower rates of non-communicable diseases, and higher rates of cognitive development.

COVID-19 has forced us to have compassion and stand in solidarity with each other; now, more than ever, we need to stand together with breastfeeding mothers and women in general.  After all, breastfeeding is best for babies, best for our planet, and best for everyone.

 

Opinion article by Dr Chantell Witten, Division of Health Professions Education, University of the Free State

 

News Archive

Kovsies proud of a gold PRISM Award for safety campaign
2015-05-05

Stefan Lotter, Leonie Bolleurs and Lacea Loader. All three are from the Departement of Communication and Brand Management at the UFS.
Photo: Hannes Pieterse

The University of the Free State, takes pride in the gold PRISM Award (from the Public Relations Institute of Southern Africa) for the B Safe Take Action safety campaign that has been rolled out on the campus since 2013 by the Department of Communication and Brand Management.

The campaign earned the Von H Brand Provocateur gold award in the internal communication category.

“The UFS is the only tertiary institution to receive a gold award. The award is a great honour for the department, considering the cream of South African public relations took part in the competition, and the standard was naturally very high. It was also a feather in the cap for us that the uniqueness of the campaign received national recognition from our peers in this manner, said Ms Lacea Loader, Director: Communication and Brand Management at the UFS.

The university is responsible for about 32 000 students and 4 000 members of staff on its three campuses: the Bloemfontein and South Campuses in Bloemfontein and the Qwaqwa Campus in the Eastern Free State. It is of cardinal importance for the university that its students, staff, and assets are safe.

Apart from safety measures that have been implemented by the UFS Protection Services, the B Safe Take Action campaign has also been rolled out on the three campuses of the UFS. The campaign supports the safety strategy of the university. It is aimed at developing a culture of safety awareness in students and staff alike. The purpose of the campaign is for staff and students to take ownership of their own safety. In addition, it creates awareness of the safety measures that are in place at the UFS.

The campaign has been rolled out on various communication platforms. These include placards, pamphlets, lamp-post advertisements, an advertisement board, emails, and messages on student communication portals such as Blackboard, the UFS web and intranet, social media, information boards in the campus parking areas and on the pedestrian walkways as well as messages on refuse bins around the campus. “The fact that a variety of communication platforms has been deployed, the striking design and character of the messages, and the number of target audiences that have been reached further contributed to the success of the campaign,” said Ms Loader,

The campaign also received a merit award from the International Association for Business Communication (IABC). The award will be presented on 15 June 2015 in San Francisco, USA.

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