New campaign to highlight importance of breastfeeding

New Delhi, Aug 3 Emphasising on mother-daughter relationship to motivate new mothers to breastfeed their babies, a new video campaign highlights the importance of breastfeeding as the foundation for a healthier child.

The campaign, 'Breastfeeding as the Foundation for a Child's Better and Healthier Tomorrow' has been launched recently by Medela India, arm of a Switzerland-based nursing accessories manufacturer.

According to the company, 41.49 per cent of new mothers sought advice from their own mothers on breastfeeding, and the video's narrative is based on that premise.

"The video also focusses on the beautiful relationship between a mother and a daughter and the former's role in motivating and supporting the latter to breastfeed her own baby. For all challenges related to breastfeeding or any doubts, a new mother's own mother was their first point of contact to understand the essentiality of breastfeeding," Medela India said in a statement.

Founded in 1961 by Olle Larsson in Zug, Switzerland, Medela is spread in over 90 countries.

PTI