Presentation Information

Evelyne N. Ruf

The Sharjah Baby-Friendly Campaign: A Community-Based Model for Breastfeeding Promotion, Protection and Support

  • Speaker: Evelyne N. Ruf , MD, Dipl. Fam. Med., IBCLC
  • Presentation Type:
  • Duration: 60 Mins
  • Credits: 1 CERP, 1 Nursing CEU, 1 CME, 0.1 Midwifery CEU

Despite the recommendations and various initiatives to promote breastfeeding, most women don’t reach the exclusive breastfeeding target in both developed and developing countries. Similar has been the case in the United Arab Emirates.

Therefore based on the decree by the ruler of the Emirate of Sharjah, UAE, a multi-sectorial, multi-directional breastfeeding campaign-the Sharjah Baby-Friendly Campaign- was launched in March 2012. It consisted of 4 initiatives namely Baby-Friendly Health Facility, Mother-Friendly Workplace, Breastfeeding-Friendly Nursery and Mother-Baby Friendly Public Place. Once an organization met the criteria for any of these initiatives it was awarded the designation or accreditation of that initiative.

The campaign initiatives worked through capacity building of healthcare workers, developed breastfeeding education content and resources, and conducted community outreach through social media.

The positive impact of the campaign on breastfeeding promotion, protection and support is evident by the tripled exclusive breastfeeding rate at 6 months over a 5 years period.