Abuja: Experts have identified the media as key agents of change responsible for driving the exclusive breastfeeding agenda to success in Nigeria. They emphasized the potential of the media to influence public perception and support for six months of exclusive breastfeeding, similar to their role in the sports sector, thereby ensuring nursing mothers and caregivers receive the necessary support.
According to News Agency of Nigeria, the experts shared their insights during a webinar meeting at a two-day Multi Zonal Media Dialogue on Dissemination of Key Advocacy Messages for the 2025 World Breastfeeding Week. This event was organized by the UNICEF Field Officer, Enugu, in collaboration with the Broadcasting Corporation of Abia (BCA). The theme for the year was: ‘Prioritise Breastfeeding: Create Sustainable Support Systems’.
The meeting brought together more than 50 journalists from various media organizations across 12 states, including Abia, Anambra, Akwa-Ibom, Bayelsa, Benue, Imo, Rivers, Cross River, Ebonyi, Kogi, Delta, and Enugu States. Apostle Francis Nwubani, Director General of BCA Umuahia, Abia, highlighted the importance of disseminating adequate information to nursing mothers, caregivers, and the public on the benefits of breastfeeding.
Nwubani noted that World Breastfeeding Week, celebrated every first week of August, is championed by the World Health Organization (WHO), United Nations Children’s Fund (UNICEF), Ministries of Health, and Civil Society partners globally. He stressed that breastfeeding could be challenging without proper support and emphasized the need to recognize it as a foundation for lifelong health, development, and equity.
Mrs. Juliet Chiluwe, UNICEF Chief Field Officer, Enugu, described the meeting as crucial for spreading the yearly message aimed at ensuring child survival. She explained that breastfeeding is more than nourishment; it is a lifeline and a defense against malnutrition and diseases. Chiluwe highlighted the importance of support from stakeholders, including the government, media, community leaders, and families.
She also noted that over 90 percent of Nigerian women breastfeed their babies, with 10 states having extended maternity leave up to six months for mothers in public service. She urged the media to dispel myths about breastfeeding and promote exclusive breastfeeding for six months to improve children’s lives in Nigeria.
Dr. Hillary Ozoh, Social Behaviour Change Specialist, UNICEF, Enugu, emphasized the media’s role in setting the agenda for breastfeeding advocacy. He encouraged the media to increase publicity, engage stakeholders, and create discussions on exclusive breastfeeding.
Dr. Ijeoma Onuoha-Ogwe, Communication Officer, UNICEF, Enugu, stated that the program aimed to ensure robust media engagement to support and create awareness for the breastfeeding theme. She stressed the importance of providing factual information about the World Breastfeeding Week approach for the year.