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Protect breastfeeding – A shared responsibility

05 August 2021 | Story Dr Chantell Witten | Photo Supplied

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

World Breastfeeding Week is celebrated every year from 1-7 August. In South Africa, it coincides with Women’s Month and gives us the opportunity to reflect on how far we have come and how far we still have to go to achieve gender equity in different spheres of life. Even more reason for us in the academic sphere to stop and think about the areas of support that may still need attention and effort to correct.

In the context of protecting breastfeeding this would speak to the Code of Good Conduct in the Labour Act which affords pregnant and breastfeeding women protection and support. In extreme cases it means protection from exposure to hazardous substances, but in the general setting of the work environment this relates to workplace support for a private and safe place to express breastmilk. One institution made headlines when a staff member was secretly videoed while she was expressing breastmilk. What is also needed is to put in place a policy that guides on how university property such as a fridge may or may not be used to store expressed breastmilk, or how to deal with a manager who insists on holding meetings in a woman’s scheduled milk-expressing time slots. The law may indicate that you are entitled to two 30-minute time slots to express but it is quite another issue to get your colleagues to accommodate or respect your biological needs.

Protecting breastfeeding

Besides the protection of employees, the government in its commitment to improve child health and nutrition has committed to protect breastfeeding from the undue influence of the infant-formula industry by implementing the recommendations of the International Code for the Marketing of Breastmilk Substitutes. South Africa approved the Regulations Relating to Foodstuff for Infants and Young Children (R991) to control the marketing and promotion of infant formula by limiting how the product may be marketed and how the industry may engage with the public and child health and development professionals, in particular.

While many are aware of the prohibition to advertise or to promote and distribute free or incentivised sales of infant formula, many may not be aware of the limitations placed on academics and researchers. The academic and research fraternity has had a long and conflicted relationship and history with the infant-formula industry. Many departments and individual researchers have received funding, conference sponsorship and gifts from the infant-formula industry. In the early 2000s at the height of the HIV epidemic, the Department of Health recommended that women living with HIV should not breastfeed and instead provided six months of free formula milk, inadvertently implying that health professionals approved of infant formula. While the national Department of Health has since stopped the distribution of free infant formula through the programme for the prevention of mother-to-child transmission of HIV (PMTCT) from 2011, many health professionals trained in the early years continue giving mixed messages to mothers and display limited skills to promote and support breastfeeding.

So how do we protect breastfeeding in the academic setting?

As more women enter academia, managers and the institutional leadership need to be cognisant and purposeful in developing a breastfeeding culture by granting women the protections afforded them by the Labour Law. Furthermore, in all spheres of academia and research, and as an institution, we need to guard against conflict of interest and conflicted relationships with the infant-formula industry. We need to do due diligence by raising the awareness of R991. All child health and development professionals should be acquainted with R991 through their curricula, and we should individually and collectively be accountable in our conduct to protect, promote and support breastfeeding as a human right, an investment in health and development, and for a sustainable future. There can be no greater dividend than to invest in optimal nutrition for infants and our children. They are the future.

News Archive

UFS receives several awards for communication projects

2014-11-26

Staff from the Department of Communication and Brand Management received five awards at MACE 2014. From the left are: Leonie Bolleurs (Excellence awards for the Internet Broadcast Project and the B Safe safety campaign), Lacea Loader, Director of the Department of Communication and Brand Management, Lelanie de Wet (Excellence award for the #FaceOfFacebook social media campaign and Merit award for the Redesign of the UFS website) and René-Jean van der Berg (Merit award for the No Student Hungry media campaign).
Photo: Hannes Pieterse

The Department of Communication and Brand Management at the University of the Free State (UFS) received several national and international awards for communication campaigns and projects this year.

On international level, an audit of the university’s stakeholders received the Jake Wittmer award for research in communication from the International Association of Business Communicators

(IABC), a merit award in the category communication and research management from the IABC, a 2014 IABC Africa Gold Quill award and a bronze medal from the International Business Association (IBA). Furthermore, the audit was a finalist in the Golden World awards (GWA) of the International Public Relations Association (IPRA). The Bult magazine also received a bronze medal from the IBA.

Staff from the department also walked away with five awards at this year’s Marketing, Advancement and Communication in Education (MACE) Excellence awards, which formed part of the annual MACE congress held at Sun City from 13-15 November 2014. Some 185 communication, marketing and institutional advancement practitioners from across South Africa attended the event.

Lacea Loader, Director of the Department of Communication and Brand Management, says: “The national and international recognition from our peers in higher education, as well as from the industry, is of exceptional value to us and I am delighted that the standard of our projects and campaigns could be benchmarked in this way.”

The UFS received awards from MACE for excellence in:

- Internet Broadcast Project (category: audiovisual)
- #FaceOfFacebook social media campaign (category: social media)
- B Safe safety campaign (category: integrated campaigns)

Merit awards were presented to:

- Redesign of the UFS website (category: electronic media)
- No Student Hungry media campaign (category: media)

Mace fulfils a leadership role in the Higher Education (HE) and Further Education and Training (FET) sectors within Southern Africa by adding value to practitioners in marketing, communication and advancement through high-quality development programmes, facilitating networking partnerships and transformation, as well as promoting best practices among these professions at member institutions.

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