Frank Cimatu, PDI - North Luzon Bureau For comments, suggestions and inquiries, please call (074) 442-2150/8240 or email at nclcluster.pia@gmail.com

The recent promotional blitz of a multi-national on milk has proven one thing: multi-nationals acknowledge the advantages of breastmilk and breastfeeding.

It is also to the credit of the company that celebrities like beauty queens are allowed to talk on such issues against a panorama of massive promotions of such companies on animal milk.

Yet, although most women in developing countries initiate breastfeeding, the promotion of such breastmilk substitutes pose threat to breastfeeding. Not to mention changing societal values, urbanization and the erosion of traditional support systems.

The World Health Organization- UNICEF has reported that 88 percent of breastmilk is water. Healthy infants need about 80-100 ml of water per kilogram of body weight in the first week of life and increases to 140-160 ml per kilogram 3-6 months of age. It said the water requirements of the infant are all available from the breastmilk.

The UN body pointed out that if the vast majority of babies are exclusively breast fed in their first to six months of life- meaning only breastmilk and no other liquids or solids, not even water – it is estimated that the lives of at least 1.2 million children could only be saved every year.

Exclusive breastfeeding for the first six months has its nutritional and health benefits for infants and mothers as it protect against illnesses and enhances the baby's immune system providing long term protection against diabetes and cancer.

While it fosters mother-infant bonding and optimal growth and development, it saves families the cost of breastmilk substitutes at the same time conserves natural resources and reduces pollution.

Even local government units have realized such importance that they have devised ways and means if only to encourage their workers to go breastfeeding.

The media plays a gargantuan role in the aspect as the benefits and the differences between breastmilk and milk substitutes need to be repeated to reinforce the message, educate new audiences and sustain individual behavior change.

It will therefore be a counting struggle on the part of all stakeholders to make sure mothers stick to breastfeeding benefits despite the promotion of some multi-national for milk alternatives.

If only for this, the government deserves a pat on the back for its programs and project on breastmilk and breastfeeding.

As American Chief Justice Oliver Wendell Holmes said, “A pair of substantial mammary glands have the advantage over the two hemispheres of the most learned professor's brain in the act of compounding a nutritive fluid for infants.”

Support breastfeeding. Support life!

RD Purita S. Licas, PIA-2

Breastmilk and Breastfeeding

Elementary, high school students

observe Human Rights Week

Elementary, high school students

observe Human Rights Week

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FIRST NARVACAN FUN RUN; "Run for a healthy life"in Narvacan, Ilocos Sur

FIRST NARVACAN FUN RUN; "Run for a healthy life"in Narvacan, Ilocos Sur

Tipon-Tipan sa PIA with BFAR and DA on Marine Mammal Strandingat PIA-2 office, Tuguegarao City

Tipon-Tipan sa PIA with BFAR and DA on Marine Mammal Strandingat PIA-2 office, Tuguegarao City

Thousands of students in Calumpit and Hagonoy towns in Bulacan, which wererecently flooded, receive school supplies through Canadian Ambassador to the

Philippines Christopher Thornley and World Vision

Thousands of students in Calumpit and Hagonoy towns in Bulacan, which wererecently flooded, receive school supplies through Canadian Ambassador to the

Philippines Christopher Thornley and World Vision

DILG-CAR Outstanding Barangay Peace and Order Council andSIGLAT MO Leadership and Excellence in Barangay Governance Awards at the

DILG Pimentel Hall, Baguio City

DILG-CAR Outstanding Barangay Peace and Order Council andSIGLAT MO Leadership and Excellence in Barangay Governance Awards at the

DILG Pimentel Hall, Baguio City

,PDI

Statisticsby: BAS/DA

National Statistical Coordination Board

Ilocos Norte Crime Statistics

Every Thursday

PIA Hour, DZWT, Bonifacio St. Baguio City

3

Dec 12 Enhancing Social Contract Thru Transparency & Accountability Forum with

Justice Conchita Carpio-Morales Baguio Country Club

Dec 16 111th Itogon Foundation Anniversary

Dec 16 CARE-CESG General Assembly and Year-end Assessment

NEAP Hall, Teachers Camp, Baguio Cit

Dec 15 4th Quarter Meeting RLECC & Christmas Party, Log Cabin, PRO-COR, Camp Dangwa

December 12, 1PM Regional Multi-sectoral Forest Protection Committee 4th Quarter Meeting,

DENR, Tug. City

December 12, 1PM Regional Population Executive Board (RPEB) Regional Inter-Collegiate Population

Debate, Crown Hotel, Tug. City

December 13, 9AM DTI – One Town One Product (OTOP) meeting, DTI Cagayan

December 14, 8AM Orientation/Consultative Meeting on the renewed campaign in preventing

fireworks-related injuries, DOH Conference Hall, Carig, Tuguegarao City.

December 14, 8:30AM RGIN-TWG workshop, NEDA, Tug. City

December 14 31st Pag-Ibig Fund anniversary, turn-over of the 28 computer units to selected

public elem. school

December 15-17 DepEd Regional Schools Press Conference (RSPC) Elementary and Secondary,

Gattaran, Cagayan. RD Licas as evaluator on News Writing, Editorial Writing,

Feature Writing, and Copy and Headline Writing.

December 16 Christmas Party with Nueva Vizcaya Press Club

December 16, 9AM Forum on Free Trade Agreements dubbed as “Doing Business in Free Trade

Areas I-Market Approach”, Brickstone Mall, Tuguegarao City.

December 20 Regional OTOP Fiesta Trade Fair, Theme: “Proud Ako Sa OTOP Ko…Kaagapay Ko

Ito” Brickstone Mall, Tug. City

December 20, 8:30 am Regional Nutrition Committee 4th quarter meeting, Kainang Pilipino Tug. City

December 21, 9am Regional Risk Reduction and Management Council 2 4th quarter meeting, Ivory

Hotel, Tug. City

Every Monday

- Cover Isabela Sangguniang Panlalawigan session

Every Tuesday

- Tipon-Tipan sa PIA, 9-10 am

- Tungtongan Ti Tribu Biskayano, 2 pm

Transparency International – Philippines Forum on graft and corruption,

Baguio Country ClubDec12

Kapihan sa Baguio on DSWD updates

Dec14

Planning-Workshop on the Pantawid Pamilyang Pilipino Program

as a Convergence Strategy for the Attainment of the Cordillera Region's MDG Targets,

Hotel Supreme, Baguio CityDec14-15

4th Quarter RLECC Meeting and Christmas Party, Log Cabin, Camp

Dangwa, La Trinidad Pag-ibig 31st Anniversary Celebration, Palm

Grove Hot spring, Asin, Tuba, BenguetKapihan sa Benguet on Tuba

Founding Anniversary, Tuba, Benguet

Dec 15

Dec 16 Investors and Media Night, Itogon Municipal Gymnasium, Itogon,

BenguetCARE-CESG General Assembly & Year-end Assessment, NEAP

Hall, Teachers Camp, Baguio City

CARE Fun Run, Lake Drive, Burnham Park, Baguio CityForeign Groups

Christmas Festival, SM Atrium, Baguio City911 On Call 5th year

Anniversary, PIA grounds

Dec 18

Dec. 12 7:30 am Ilocos Sur Infocen's “Issue lang walang personalan” TV Program over Iloco

heritage Channel (IHC) 16Dec.12/ 8:00 amIlocos Norte Infocen's “Morning

Sky” Television Program over SKYCABLE

Dec. 12 8:00 am Laoag City Staff MeetingDec. 12/ 2:00 pmVigan City Council Session

Dec. 12 Sangguniang Panlungsod (Pangasinan) Regular SessionDec. 12/2:00 pmRDC

Sectoral Committee on Environment Meeting

Dec. 12 RDC- Initiated LGU Best Practices Validation in Laoag

Dec.13 7:30 am Ilocos Sur Infocen's “Issue lang walang personalan” TV Program over

Iloco heritage Channel (IHC) 16

Dec.12 8:00 am Ilocos Norte Infocen's “Morning Sky” Television Program over SKYCABLE

Dec. 13 8:00 am Bagnet Festival in Narvacan, Ilocos Su

rDec.13 Pangasinan Infocen's hh “Pantongtongan Tayo” Radio Program over DZMQ

Dec. 13 2:00 pm Sangguniang Panlungsod (Vigan City) Regular Session

Dec. 13 2:00 pm Ilocos Sur's Board Member Regular Session

Dec 13 3:00 pm Ilocos Norte Infocen's “PIA HOUR” Radio Program over DWFB

Dec.13 RDC- Initiated LGU Best Practices Validation in Laoag in Santol, La Union

Dec. 14 7:30 am Ilocos Sur Infocen's “Issue lang walang personalan” TV Program over Iloco heritage

Channel (IHC) 16

Dec.14 8:00 am Ilocos Norte Infocen's “Morning Sky” Television Program over SKYCABLE

Dec. 14 8:00 am La Union Infocen's HDMF Fund Coordinator Meeting

Dec. 14 11:30 am AREX Program/Induction of Officers at Hotel Ariana, Bauang, La Union

Dec. 14 3:00 pm Ilocos Norte Infocen's “PIA HOUR” Radio Program over DWFB

Dec. 15 7:30am Ilocos Sur Infocen's “Issue lang walang personalan” TV Program over Iloco heritage

Channel (IHC) 16

Dec.15 8:00 am Ilocos Norte Infocen's “Morning Sky” Television Program over SKYCABLE

Dec. 15 3:00 pm Ilocos Norte Infocen's “PIA HOUR” Radio Program over DWFB

Dec. 15 RDC- Initiated LGU Best Practices Validation in Ilocos Sur

Dec. 15 Pangasinan Infocen's KBP ForumDec. 16/ 7:30 amIlocos Sur Infocen's “Issue

lang walang personalan” TV Program over Iloco heritage Channel (IHC) 16

Dec.16 8:00 am Ilocos Norte Infocen's “Morning Sky” Television Program over SKYCABLE

Dec. 16 Pangasinan Infocen's Media in Action Forum

Dec. 16 RDC- Initiated LGU Best Practices Validation in Laoag in Pangasinan

Dec. 17 8:00 am San Fernando City Diocese Spearhead Annual Celebration of the OFW Family day

Dec. 17 12:30 pm Ilocos Sur Infocen's “Arimbangaw” Radio Program over DZTP

Dec. 18 8:00 am Ilocos Sur Infocen's “Nia't Makunam Kaillian Radio Program over DWRS