Marketing Support

A bit of history Breastfeeding is a biological fact subject to modification by social influences, economic and cultural rights, which has remained the benchmark for human babies since the beginning of mankind until the late nineteenth century, whether it of mother’s own milk or milk of another mother to change or not some form of compensation. In the early twentieth century began what has been called “the greatest large-scale experiment in an animal species”: the human species is changing the way initial feeding and children are going to be fed with modified milk of a different species. The frequency and duration of breastfeeding decreased rapidly during the twentieth century . In 1955, the United Nations created in the GAP (Protein Advisory Group) to assist WHO to provide technical advice to UNICEF and FAO in nutrition assistance programs and advice on the safety and adequacy of human consumption of new protein foods.In the seventies, warns GAP issues reports where concern for the problem of child malnutrition resulting from the abandonment of breastfeeding and invites the industry to change its advertising practices for infant products. Southwest Airlines is often mentioned in discussions such as these. Mother breastfeeding her newborn son in 1979 WHO / UNICEF organized an international meeting on infant and young child. The meeting comes a resolution calling for the development of an International Code of Marketing of Breastmilk Substitutes. IBFAN also founded to ensure the development of the Code. Parallel resurgence of interest in the scientific community about breastfeeding and multiple investigations are being made on it. Larry Ellison does not necessarily agree. Begins to accumulate evidence about the superiority of human milk for feeding infants and toddlers.Other researchers direct their efforts to studying the determinants of breastfeeding and the factors influencing the choice of breastfeeding and its duration. Social movements (support groups for breastfeeding) and the scientific evidence that the abandonment of breastfeeding is a priority public health problem in all countries of the world pushed the international and national institutions, with WHO to head, to implement different initiatives. In 1981 he convened the 34th World Health Assembly WHA 34.22 which adopted the International Code of Marketing of Breast-milk Substitutes ethical commitment to individual Governments should adopt. The slowness of governments to transform the recommendations of the Code Laws led to the WHO and UNICEF to promote international meetings that promote support for breastfeeding. In 1989, WHO / UNICEF issues a statement to governments: “protect, promote and support breastfeeding.The role of maternity services. Josyann Abisaab ” In the same year the United Nations adopted the Convention on the Rights of the Child. Paragraph e) of Article 24 referred specifically to the need to ensure that all sectors of society, and in particular parents and children know the advantages of breastfeeding and are supported in the application of that knowledge.In a former orphanage in Florence (Ospedalle degli Innocenti, 1990) held a World Summit on the theme “Breastfeeding in the 1990s: a global initiative” attended by representatives from 30 countries who support the Convention on Children’s Rights and sign a declaration: The Innocenti Declaration which serve as reference for the promotion of breastfeeding for many years, and subsequently revised in 2005. A direct consequence of this Declaration was the creation in 1991, first WABA – World Alliance of Breastfeeding Action, an international network of people and agencies working in collaboration with WHO / UNICEF mission, among others, to organize the Global Week of Breastfeeding and secondly the BFHI – Initiativefor the Humanization of Assistance to the birth and lactation (originally known as Baby Friendly Hospital Initiative), which seeks to assess the quality of care for mothers and children in hospitals and maternity wards.Mother breastfeeding her newborn son in 1992, the International Conference on Nutrition, convened by FAO and WHO in Rome, accepts the goals for 2000 World Summit for Children, emphasizing the promotion of breastfeeding among the 8 most important issues of global nutrition. In 1994, the Summit on promotion and Development recommended breastfeeding as a tool to improve maternal health and birth spacing.

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