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PSA: Breastfeeding (Iraq)
Working with Iraq’s Ministry of Health (MOH) and funded by USAID, URC’s Primary Health Care Project - Iraq (PHCPI) has developed programs to improve primary health care across the country. Iraq's history, marked by periods of intense conflict, led PHCPI to focus on the country’s progress with regard to Millennium Development Goals 4 and 5 (reducing child mortality and improving maternal health). As primary health care facilities mark the initial point of care, PHCPI has been able to help Iraq directly impact and improve maternal and child health.
With a focus on long-term, sustainable interventions, PHCPI implemented evidence-based programs for improved nutrition to decrease child mortality rates and improve maternal health. One of the interventions implemented by the project is a powerful mass media behavior change communication campaign that promotes breastfeeding. This resulting public service announcement, produced in both Arabic and Kurdish, targets internally displaced persons and hard-to-reach populations.
(Breastfeeding PSA in Arabic)
(Breastfeeding PSA in Kurdish)
Both the Iraq MOH and USAID have expressed their satisfaction with the project’s ability to respond quickly and creatively in the face of a rapidly changing situation and deliver effective programming to address current needs.
The PSA contains the following messages:
- After delivery, consider exclusive breastfeeding.
- Start breastfeeding your baby as soon as possible.
- Babies should be breastfed exclusively for the first six months.
- Breastfeeding is the optimal choice and best for your children’s future.
- Visit the Primary Health Center to learn the benefits of breastfeeding.