Experts have identified the media as key agents of change responsible for driving exclusive breastfeeding agenda to success in Nigeria.
They also pointed out that if the media could set the agenda and drive it like what currently happens in the sports sector, all stakeholders could embrace six months exclusive breastfeeding without hitches as nursing mothers and caregivers would get the needed support.
The experts spoke during a webinar meeting on Tuesday, at a two-day Multi Zonal Media Dialogue on Dissemination of Key Advocacy Message on the 2025 World Breastfeeding Week UNICEF Field Officer, Enugu in collaboration with Broadcasting Corporation of Abia (BCA).
The year’s theme was: “Prioritize Breastfeeding: Create Sustainable Support Systems.”
The News Agency of Nigeria (NAN) reports that the meeting engaged no fewer than 50 journalists from various media organisation drawn from 12 states of Abia, Anambra, Akwa-Ibom, Bayelsa, Benue, Imo, Rivers, Cross River, Ebonyi, kogi, Delta and Enugu state.
In his opening remarks, Apostle Francis Nwubani, Director General, BCA Umuahia, Abia, said all stakeholders must ensure that adequate information were passed to nursing mothers, caregivers and the general public on the numerous benefits of breastfeeding.
He noted that the breastfeeding week which was been celebrated every first week in August, was championed by the World Health Organisation (WHO), United Nations Children’s Fund (UNICEF), Ministries of Health and Civil Society partners around the globe.
He said breastfeeding could be challenging when parents are not fully supported.
According to Nwubani, it is time to recognize breastfeeding as a powerful foundation for lifelong health, development, and equity.
“To ensure that adequate information is passed to nursing mothers, caregivers and the general public on the numerous benefits of breastfeeding, UNICEF in collaboration with BCA Umuahia have gathered professionals from both electronic and print media for this media dialogue.
“World Breastfeeding Week shines a particular spotlight on the ongoing support women and babies need from the healthcare system through their breastfeeding journey.
“This means ensuring every mother has access to the support and information she needs to breastfeed as long as she wishes to do so.
“It is indisputable that all the information about breastfeeding cannot be well disseminated without the media. You play a key role in this agenda of informing the public about breastfeeding.
“WHO and UNICEF are calling on governments, health administrators, and partners to invest in high-quality breastfeeding support in so many ways especially by ensuring that all health service providers are equipped with the skills and knowledge required to support breastfeeding.”
In her welcome address, Mrs Juliet Chiluwe, UNICEF Chief Field Officer, Enugu, described the meeting as important to driving the message been delivered each year to ensure child survival.
According to her, breastfeeding is more than just nourishment but a lifeline, a bond and lifelong endurance against malnutrition and diseases.
“The theme is apt and galvanises support from all stakeholders, the government, media, community leaders, employers, families, civil society organisation, religious organisation must ensure that every mother need nourishment, protection and the enabling environment to breastfeeding successfully at home, office and in the community.”
She noted that over 90 per cent on Nigeria women are breastfeeding their babies, adding that 10 states, Lagos, Kwara, Ekiti, Oyo, Cross River, Kaduna, Niger, Ondo, Enugu and plateau state have extended maternity leave for up to six months for mother’s in public service.
She tasked the media to disabuse all myths about breastfeeding and urged them to promote the breastfeeding exclusively for six months before introducing complements to ensure improved life for children across Nigeria.
Also, Dr Hillary Ozoh, Social Behaviour Change (SBC) Specialist, UNICEF, Enugu, who spoke on the “Role of the Mass Media in Advocacy Messaging for Young Child Survival and Development Tactics Channel”, said the media should set the agenda to drive breastfeeding advocacy to success.
He urged the media to deepen publicity, engage stakeholders and create contents and group discussion on issues of exclusive breastfeeding in Nigeria.
He urged the media to set the agenda on issues of breastfeeding, create models and give it special attention to get the support of all stakeholders and make it topical issues just as been done in the sports sector.
On her part, Dr Ijeoma Onuoha-Ogwe, Communication Officer, UNICEF, Enugu, said the objective of the programme was to ensure a robust media engagement where media remains strong allies to herald the theme, give support and create the needed awareness.
She noted that the meeting was also aimed at ensuring the provision of factual information about the World Breastfeeding Week approach for the year.
She recounted that Nigerian women have made remarkable progress in breastfeeding while there were other areas that needed to address to support and promote exclusive breastfeeding for the first six months before introducing complements.(NAN)
