MAA-Mother’s Absolute Affection

‘MAA’ (Mothers’ Absolute Affection) Programme to bring undiluted focus on promotion of breastfeeding

MAA’ (Mothers’ Absolute Affection) Programme is an intensified programme launched in the month of August 2016, in an attempt to bring undiluted focus on promotion of breastfeeding, in addition to ongoing efforts through the health systems.

MAA-Mother’s Absolute Affection  launched at the national level.

MAA-Mother’s Absolute Affection – Goals & Objectives of the Programme

The goal of the ‘MAA’ Programme is to revitalize efforts towards promotion, protection and support of breastfeeding practices through health systems to achieve higher breastfeeding rates.

a) Build an enabling environment for breastfeeding through awareness generation activities, targeting pregnant and lactating mothers, family members and society in order to promote optimal breastfeeding practices. Breastfeeding to be positioned as an important intervention for child survival and development.

b) Reinforce lactation support services at public health facilities through trained healthcare providers and through skilled community health workers.

c) To incentivize and recognize those health facilities that show high rates of breastfeeding along with processes in place for lactation management.

MAA-Mother’s Absolute Affection

MAA-Mother’s Absolute Affection – Need for the Programme

  • Breastfeeding is an important child survival intervention.
  • Breastfeeding within an hour of birth could prevent 20% of newborn deaths. Infants who are not breastfed are 15 times more likely to die from pnuemonia and 11 times more likely to die from diarrhoea than children who are exclusively breastfed, which are two leading causes of death in children under-five years of age.
  • In India, only 44.6% of mothers initiate breastfeeding within one hour of birth despite the fact that about 78.7% of mothers deliver in institutions.
  • Further 64.9% of babies are exclusively breastfed during the first six months and only 50.5% of babies between 6-8 months are given complementary foods
  • Children who were not breastfed are at increased risk for diabetes, obesity, allergies, asthma, childhood leukemia, sudden infant death syndrome etc. Apart from mortality and morbidity benefits, breastfeeding also has tremendous impact on improved IQ.
Related Topics  China-Pakistan Economic Corridor

MAA-Mother’s Absolute Affection -Components of the programme

Awareness generation, promotion of breastfeeding & inter personal counselling at community level,  skilled support for breastfeeding at delivery points and monitoring and Award/ recognition of health facility.

Under this programme, ASHA has been incentivized for reaching out to pregnant and lactating mothers and provide information on benefits and techniques of successful breastfeeding during interpersonal communication.

ANMs at all sub-centres and health personnel at all delivery points are being trained for providing skilled support to mothers referred with issues related to breastfeeding.


Raja Raja Cholan
About Raja Raja Cholan 659 Articles
Trainer & Mentor for aspirants preparing for civil service examination

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