Working with Media to Improve IYCF

A Case Study Of Pakistan

Rubina Shaheen Bhatti

Advocacy Officer

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

Media Interactions

IEC Material

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

Thank you