Asaba: In a determined push to strengthen child health and survival across Nigeria, UNICEF and public health experts are calling on the nation’s media to champion the message of exclusive breastfeeding for the first six months of life.
With the media’s unmatched influence, stakeholders at the World Breastfeeding Week Media Dialogue emphasised that journalists and broadcasters hold the power to shift public perception and drive change, just as they’ve done in Nigeria’s thriving sports landscape.
They also pointed out that if the media could set the agenda and drive it, as is currently happening in the sports sector, all stakeholders could embrace six months of exclusive breastfeeding without hitches, as nursing mothers and caregivers would get the needed support.
The experts spoke during a webinar meeting on Tuesday, as part of a two-day Multi Zonal Media Dialogue on Dissemination of Key Advocacy Message for the 2025 World Breastfeeding Week, organised by the UNICEF Field Officer, Enugu, in collaboration with the Broadcasting Corporation of Abia (BCA).
The year’s theme was: “Prioritise Breastfeeding: Create Sustainable Support Systems”
The meeting engaged no fewer than 50 journalists from various media organisations drawn from 12 states: Abia, Anambra, Akwa-Ibom, Bayelsa, Benue, Imo, Rivers, Cross River, Ebonyi, Kogi, Delta and Enugu.
In his opening remarks, Apostle Francis Nwubani, Director General, BCA Umuahia, Abia, said all stakeholders must ensure that adequate information is passed to nursing mothers, caregivers and the general public on the numerous benefits of breastfeeding.
He noted that the breastfeeding week, which was 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 recognise breastfeeding as a robust 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, has 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 critical to driving the message being 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 organisations, and religious organisations must ensure that every mother needs nourishment, protection and the enabling environment to breastfeed successfully at home, office and in the community.”
She noted that over 90 per cent of Nigerian women are breastfeeding their babies, adding that 10 states —Lagos, Kwara, Ekiti, Oyo, Cross River, Kaduna, Niger, Ondo, Enugu, and Plateau states — have extended maternity leave for mothers in public service.
She tasked the media to disabuse all myths about breastfeeding. She urged them to promote breastfeeding exclusively for six months before introducing complementary foods 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 increase publicity, engage stakeholders, and create content and group discussions on issues of exclusive breastfeeding in Nigeria.
He urged the media to set the agenda on breastfeeding issues, create models, and give them special attention to garner support from all stakeholders, thereby making breastfeeding a topical issue, just as has 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. At the same time, other areas needed to be addressed to support and promote exclusive breastfeeding for the first six months before introducing complementary foods.
