World Breastfeeding Week 2016 at WHO
This week is World Breastfeeding Week. First celebrated in 1992, the beginning of August each year has now for almost 25 years been an opportunity for organizations and governments to promote breastfeeding globally.
Mom breastfeeding in a hut in the Philippines (from press release)
The picture is from the WHO media library which WHO staff can use for publications, press releases, videos etc.
The Nutrition Unit at WPRO has developed a campaign lending from this year’s theme from the WHO HQ to “support moms to breastfeed anytime, anywhere”. The campaign calls for a shift in attitudes to build breastfeeding-friendly societies in order to optimize the development, health and well-being of future generations – in line with the objectives of the Sustainable Development Goals. A lot of work has been put into WBW2016 in the unit these last few weeks. As it is my first few days back from vacation, I’ve not been part of all the developments, but have instead jumped in where needed.
You can read the WHO WPRO press release here. The campaign is otherwise most present on social media, where WHO invites mothers to share a picture related to breastfeeding in public. The goal is to normalize breastfeeding, arguing that it can be done ‘anytime, anywhere’ addressing not only the moms but largely also societal attitudes and the barriers that result in a vast disconnect between ideal breastfeeding requirements and breastfeeding practices that occur in the Western Pacific Region. On the facebook page of World Health Organization Regional Office for the Western Pacific, you can see and read more about the campaign and WBW2016.
A point I would like to make is how much work goes into a campaign like this. I’m not only talking about the actual production of posters, producing the video or writing the text for the press release; what really take time are the considerations and consultations behind every word, every picture, and every reference.
This poster is created by an external layouter (artist? drawer? - There’s a reason why I’m not in that field… ;-)) but based on a draft and continuous feedback from the unit. Everything down to hair color, face expressions and breast visibility have been discussed. Now, there’s not a lot of text in this poster, but if you’re reading the press release linked to earlier in this post, know how much scrutiny is behind the choice of every word - not only within the unit and division, but also from the communications department and the people on the routing tour who have to sign off on the poster before it can be published.
The campaign continues until end of August and concludes in our WHO office with a Brown Bag hosted by the Nutrition Unit focusing on WBW2016 in retrospect and the effect of the campaign on social media.
Thanks for reading!










