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Early Initiation of Breastfeeding
Early Initiation of Breastfeeding:
Bangladesh National Infant and Young Child Feeding (IYCF)

Home > Channels > Alive & Thrive - Bangladesh

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Breastfeeding and Complementary Feeding

Alive & Thrive produced a set of six television spots with key messages on breastfeeding and complementary issues for the campaign. A round of concept testing helped pinpoint the emotional appeals that would grab people's attention and motivate them to adopt sound infant and young child feeding practices. The TV spots each tell a story featuring people who influence feeding practices such as mother-in-laws, fathers, and health care providers. They focus on six themes identified as gaps in current practices.


Watch More Videos — Breastfeeding Library
HealthPhone: Early Initiation of Breastfeeding



Bengaliবাংলা - Bangla - Bengali — Bangladesh, India — with English subtitles

Bangladesh National Infant and Young Child Feeding (IYCF)

Emphasizes the importance of initiating breastfeeding within the first hours of life. One of a series of commercials produced as part of a national campaign for infant and young child feeding in Bangladesh.

The story in a nutshell: This story is about baby's first food. As the TV spot starts, we see a baby has just been delivered. The grandmother is happily calling someone for honey to feed the baby. But the mother, with the reference of a doctor, says that the baby should be given colostrum within an hour of birth, not honey or anything. This makes the baby healthy and helps to produce milk. The midwife also supports her. The grandmother becomes convinced and lets the mother breastfeed the baby.

The TV spot emphasizes the importance of initiating breastfeeding within the first hour of birth.
Alive & Thrive

Produced by: Alive and Thrive - Bangladesh



HealthPhone: Early Initiation of Breastfeeding

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Alive & Thrive Bangladesh Series



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9 January, 2015

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