Investing in our children means enhancing support for breastfeeding. As the state prepares to celebrate World Breastfeeding Week 2025 from August 1 to August 7, the Directorate of Health and Family Welfare (H&FW) Department, Government of Odisha, in collaboration with UNICEF, has reaffirmed its commitment to nurturing a healthier generation.
A Media Workshop held at the Department’s Conference Hall on Thursday highlighted the importance of breastfeeding and advocating for stronger support systems to promote optimal breastfeeding practices across the state.
This year’s theme, “Prioritise Breastfeeding: Create Sustainable Support Systems/Invest in Breastfeeding, Invest in Future,” emphasises the need for collective action from families, communities, and policymakers to ensure every child receives the best start in life.
Highlighting the significance of this year’s theme—Invest in Breastfeeding, Invest in Future—Dr. Rajyashree Pattnaik, Director of the Directorate of Family Welfare, Odisha, stated, “Our Department is actively creating an enabling environment for mothers through enhanced counselling services and community awareness programs. We aim to ensure that mothers receive accurate information, timely guidance, and emotional support to continue breastfeeding.”
“Prioritising breastfeeding today isn’t just a health decision; it’s a crucial investment in a healthier, stronger future for our children and generations to come,” she added.
During the media session, Mr. Sourav Bhattacharjee, Nutrition Specialist at UNICEF in Bhubaneswar, discussed global and state-level strategies for creating sustainable breastfeeding support systems. He emphasised, “Breastfeeding is not just a personal choice; it’s a societal responsibility. Establishing sustainable support systems, from maternity protection to counselling and community awareness, is essential to help mothers overcome barriers and provide optimal nutrition for their babies.”
Odisha has made significant progress in breastfeeding practices. According to the NFHS-5, 68.5% of infants in Odisha are breastfed within the first hour of birth, significantly higher than the national average of 41.8%. Additionally, 72.9% of children under six months are exclusively breastfed in the state, compared to 63.7% nationally.
The workshop also featured a talk by Dr. Aditya Mohapatra, Additional Director of Child Health, who elaborated on the lifelong health benefits of breastfeeding for both mothers and children. He stated, “Breastfeeding functions as the first vaccine for a child, protecting them from infections and promoting healthy growth. It also benefits mothers by reducing the risk of certain diseases. Our focus should be on continuous awareness and creating an environment where breastfeeding is the norm.”
Dr. Smrutijit Patnaik, Joint Director of Nutrition, highlighted the department’s comprehensive approach: “We’re concentrating on continuous training for service providers and actively discouraging the use of infant milk substitutes by facilitating BFHI assessments for hospitals and health centers. We’re also establishing mother support groups to connect and assist breastfeeding mothers in their communities.”
The session concluded with a vote of thanks from the Joint Director of Nutrition, followed by an interactive Q&A where media professionals discussed strategies for effective public messaging and awareness.
