Under the patronage of His Highness Sheikh Dr Sultan bin Muhammad Al Qasimi, Member of the Supreme Council and Ruler of Sharjah, the Sharjah Baby- Friendly Campaign (SBFC) will announce the results of the campaign, which was launched decree under the theme "A True Beginning for a Better Future”.
The ceremony will take place at Al Jawaher Reception and Convention Centre, on Wednesday 25 November 2015 at 9:00 am, and the SBFC will be announce all the organisations that have been accredited as baby-friendly establishments including work places, healthcare centres, nurseries and public places.
The campaign, which was launched in 2011 through an Emiri by His Highness Sheikh Dr Sultan bin Muhammad Al Qasimi, Member of the Supreme Council and Ruler of Sharjah and overseen by Sheikha Bodour bint Sultan Al Qasimi, Chairperson of Sharjah Investment and development Authority (Shurooq), President of Sharjah Baby Friendly Campaign, followed the Baby-Friendly Hospital Initiative, launched by the World Health Organisation WHO and UNICEF in 1991, and adopted by the UAE’s MOH (Central Department for Maternity and Childhood) in 1993. However, the SBFC extended the scope of the baby-friendly hospital initiative to include workplaces, nurseries, public places and health facilities, becoming the first of its kind initiative in the region.
Speaking on this occasion, Sheikha Bodour bint Sultan Al Qasimi, said: “The Sharjah Baby- Friendly Campaign was launched in 2011 in line with the directives and vision of His Highness Sheikh Dr Sultan bin Muhammad Al Qasimi, Member of the Supreme Council and Ruler of Sharjah, to make every possible effort in ensuring a healthy life for children and support working mothers to continue working and develop their professional capabilities while being able to preserve their children’s health and proper growth, through engaging companies and establishment in providing a baby and mother friendly workplaces and giving mothers the sufficient time to breastfeed their babies during work hours.”
Sheikha Bodour added, “The campaign, thanks to the immense support of His Highness The Ruler of Sharjah, and His Wife, Her Highness Sheikha Jawaher bint Mohammed Al Qasimi, Chairperson of the Supreme Council for family Affairs, as well as the cooperation by various public and private organisations managed to make landmark achievements over the past five years. Today we will be announcing the results, and marking a new achievement that will be a real and qualitative investment in the future of the emirate and that of the generations to come.
The campaign has sought to improve and preserve the well-being of mothers and babies by encouraging mothers to breastfeed and increase the number of months babies are breast fed for. The SBFC consists of four initiatives: Baby-Friendly Health Facility, Mother-Friendly Workplace, Breastfeeding-Friendly Nursery, and Mother-Baby Friendly Public Place. Once an organization met the criteria for any of these initiatives, it was awarded the designation or accreditation of that initiative.