Written By: Nirmalya Dutta | Published : May 27, 2014 11:01 AM IST
A recent advertisement in Mexico City aiming to promote breastfeeding has been criticised by health experts for sexualising the act as they felt that it sends the wrong message to mothers. Actresses who were featured in the ads were Mariana Juarez, Cecilia Galliano and Camila Sodi while the ads say: 'Don't turn your back on them... Give them your breast.'
According to TIME, Regina Tames of the GIRE reproductive rights group said 'It's not only a very terrible campaign in terms of how it looks, but it's also the message that if you don't breastfeed, you are a bad mother and you are the one to blame.' And 'We were very surprised once the campaign was launched.'
Even Sodi, who's featured in the ads, said they were in bad taste and she wasn't consulted with the final artwork and didn't want to be associated with the breastfeeding campaign. Breastfeeding, a touchy topic in Mexico as it's the lowest city in Latin America with nursing mothers and only 14% women breastfeed the child in the first six months. Long working hours, poverty, poor nutrition and lack of maternity leaves are to blame for the situation.
What is breastfeeding?
Breastfeeding refers to the practice of feeding infants milk from the mammary glands. In fact it is recommended that one should start breastfeeding immediately after the infant's birth. Breast milk contains nutrients that are vital for the infant in the first few months. It contains high protein, Vitamin A and salts. Also since an infant's digestive system isn't developed enough to digest normal milk and it's inadvisable to substitute it for breast milk. A new mother should maintain a healthy diet to sustain ideal secretion of milk.
UNICEF says that despite compelling evidence that exclusive breastfeeding prevents diarrhoea and pneumonia, global rates of breastfeeding have remained relatively stagnant in the developing world, growing from 32% in 1995 to 39% in 2010. 'If breastfeeding were promoted more effectively, we would see more children survive, with lower rates of disease and lower rates of malnutrition and stunting,' said UNICEF executive director Anthony Lake.
Proper breastfeeding exercises could prevent millions of deaths every year. A recent Lancet study also highlighted the fact that non-breastfed children are 14 times likelier to die in the first six months than exclusively breastfed children. Along with nutritional values, experts are of the opinion that breast milk promotes sensory and cognitive development in children and builds an infant's immunity. It also prevents infections and makes an infant less prone to chronic diseases. Breastfeeding also contributes to a mother's health research has found a definite link between breastfeeding and reduced ovarian and breast cancer risk.
Some of its benefits are:
Vital for cognitive and sensory development: Along with nutritional values, experts are of the opinion that breast milk promotes sensory and cognitive development in children and builds an infant's immunity. It also prevents infections and makes an infant less prone to chronic diseases
Good for the mother too: Breastfeeding also contributes to a mother's health research has found a definite link between breastfeeding and reduced ovarian and breast cancer risk.
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