The Baby Friendly Initiative is a global program of UNICEF and the World Health Organisation which works with the health services to improve practice so that parents are enabled and supported to make informed choices about how they feed and care for their babies. 

Health care facilities which adopt practices to support successful breastfeeding receive the prestigious UNICEF/WHO Baby Friendly award. In India, the Baby Friendly Initiative is commissioned by various parts of the health service to provide advice, support, training, networking, assessment and accreditation. The Breastfeeding Promotion Network of India (BPNI) and Association for Consumer Actions on Safety and Health (ACASH) are instrumental in promoting the program in India.

WHY, HOW & WOW ...............

The problem: Declining rates of breast-feeding in most countries and weaning practices which are detrimental to the infant's health.

Those affected: Infants not breast-fed or not properly weaned, related to a lack of education of the mother concerning infant feeding or a lack of support to the mother to overcome breast-feeding problems such as the return to work.

Number at risk: All infants not having the opportunity to breast-feed: approximately 9.5 million infants yearly.

Trends: More affluent mothers in the industrialized countries are more likely to breast-feed but this trend may be levelling-off. In many countries, particularly those in transition where traditionally virtually all women breast-fed, the proportion of babies breast-fed and the length of breast-feeding is decreasing. The opening of new markets to breast-milk substitute formula manufacturers will increase such trends.

The aim: To have 80% of women initiating breast-feeding and to encourage exclusive breast-feeding for four to six months.

The strategy: Activities of promote breast-feeding and to improve complementary feeding practices, including the International Code of Marketing of Breast-milk Substitutes, the "baby-friendly hospital initiative", social support and health education. Training on infant feeding to be an integral part of the basic and continuing education of health workers.