Working with Media to Improve IYCF - World...
Transcript of Working with Media to Improve IYCF - World...
Our role in promoting IYCF
TheNetwork – a research based policy advocacy organization
Long association with global movements
Protect, promote & support Breastfeeding & Salt Iodization
Research based publications(Feeding Fiasco, Milking Profits)
Policy advocacy (Protection of Breastfeeding Law 2002)
Media Partnership
Awareness raising at all levels
Partnership with UNICEF
Advocacy, Awareness and Monitoring the Implementation of Breastfeeding Laws
and IDD Control Legislation
Media Partnership-2 point agenda Effective - Active – Vibrant & Powerful
1. To achieve notification of Breastfeeding Rules
during GBW 2009 & Mass awareness through
celebration of GBWs
2. To advocate for promulgation of National IDDs
Control Act 2009 & Mass awareness on USI
through celebration of Global IDD Days
Alliance Strategy
Orientation sessions held with health beat journalists
Media Alliance formed on 1st July 2009, representatives of major outlets Jang Group, Business Recorder, Dawn, online news agencies, FM Radios & vernaculars
- Specific Agenda
- ToRs developed
- Time bound action plan
Uniform, clear and focused messages on BF/USI
Provided resource material including media tool-kits & technical support
Regular reminders & quarterly follow up meetings to check progress &re- strategize the campaign
Alliance Strategy Evidence to media for advocacy and investigative stories
- Monitoring the implementation in different hospitals & kept media informed
- Evidence based advocacy (media trip to Nothyia - 58% suffering from goiter)
High level advocacy - Meetings with DG Health, Standing Committee on
Health &Advisor to PM – encouraged investigative stories
Regular updates on the status of BF Rules 2009, IDD Control Bill 2009
National Advocacy Seminar
Media alliance interlinked with other alliances- Civil Society, Health
Professionals & Large Consumers of Salt
Appreciation Awards for Media on BF/USI
Media interactions
Lunching of GBW 2010
Shaheena Maqbool, Shakila Jalil &
Dr Nabila
Media person visit iodine
deficient -Nothiya _ press
conference
Global IDD Day
Walk for a cause & a joint press
conference
Joint Activities with Media
Joint Press Conferences
TV talk shows (Aaj TV, PTV, ATV, Geo, ARYOne )
Public Service Messages & Programs on FM Radio
Special articles/ features/ investigative stories
Letters to the Editors by different alliance partners
Regular media feeds in Print Media to keep the
issue alive
Extensive coverage of GBWK/ IDD day events
Joint Walks for the Cause
Achievements
Sensitized group of media formed
Proactive role of media on the issue
BF Ord. and IDD Legislation got prominence in coverage of health issues
Notification & Launch of BF Rules
Federal Infant Feeding Board
notified & activated
IDD Control Bill reconsidered by Cabinet Division
Challenges
Bringing media together-the biggest challenge
Lack of long term commitment
Follow up journalism weak
Fluid and dynamic working conditions
Political and state affairs hog media priority, citizen and consumer issues less important
Way Forward
Critical advocacy need at provincial level after
18th amendment
Support from donor organizations for continued
intense advocacy at federal level for IDD
Control Bill 2009 - a low hanging fruit
Sensitize healthcare workers on BF Laws (it
remains as low as 30%.
Regular meetings of FIFB & PIFB to ensure the
implementation of BF Rules