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After nearly 28 years, The Communication Initiative (The CI) Global is entering a new chapter. Following a period of transition, the global website has been transferred to the University of the Witwatersrand (Wits) in South Africa, where it will be administered by the Social and Behaviour Change Communication Division. Wits' commitment to social change and justice makes it a trusted steward for The CI's legacy and future.
 
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Nutritional Traditions Need Behaviour Change Communication

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Author: Rana Tassawar Ali, November 12 2013      In Pakistan, there are many factors leading to conditions resulting in malnutrition. Overall, the country is unaware of this chronic issue. The literacy rate of women and girls is 12-26 percent - few women are educated.  There is strong evidence in the National Nutrition survey (NNS2011) that poor breastfeeding is one of the main causes of malnutrition in Pakistan. Every year, thousands of mothers lose their babies due to use of formula milk and poor breastfeeding. According to a survey conducted by an organization working on malnutrition: 84 percent of mothers are advised by health care practitioners to use formula milk. For this reason, the formula milk industry in Pakistan is growing fast. Unethical marketing is also a cause of the increased use of formula milk among mothers - various studies provide evidence that health care practitioners receive gifts from multinational producers of this product.

In Pakistan, there are so many different traditional practices that are the big hurdle in exclusive breastfeeding. The urban and rural division in the country creates gaps in behavior change communications. In urban areas, mostly families engage in feeding formula milk, and, in rural areas, traditional poor practices are the cause of malnutrition. In our country, pre-lacteal feeding (Ghutti) and honey are commonly given to newborn babies. The cultural variations also provide evidence of other forms of pre-lacteal feed, including “Gurr’’ (jaggery) more commonly given in northern areas of Punjab/KP/ Gilgit-Baltistan.  There is a finding that watered donkey’s milk, which is perceived to prevent epilepsy, is also given in Gilgit Baltistan.

Pakistan is like most other developing countries in terms of diseases in children under the age of five. Social, cultural, political and economic factors are not helpful in improving the malnutrition situation in the country. At this time, the situation requires full stakeholder support in terms of investing in nutrition, allocating of resources, and creating strong behavior change communication messages to discourage harmful traditional practices.

It is a responsibility of the State to provide protection and promotion of breastfeeding practices.  The government of Pakistan must implement legislation enhancing practices of exclusive breast feeding.