Television spot on "Benefits of Breastfeeding and Hazards of BMS products

Project Background

To ensure  adequate nutrition for infants, by the protection and promotion of breast-feeding, and by ensuring  the proper  use of breast-milk  substitutes, International Code of Marketing  Breast Milk Substitutes was adopted by World Health Organization on 21 May 1981 (Resolution Number 34.22,) with  votes of 118 countries. Government of Republic of Bangladesh developed code on marketing the breast milk substitutes in 1984 Ordinance no.(XXXIII), which was amended in 1990. Government of Bangladesh preceded and wined three cases against Dauphin Ubique Trade Limited in 1999, Lalmai Limited in 1997, Urmi Enterprise Pvt. Limited in 2000 and companies were fined according to the BMS code ordinance 1984.

In 2012 BBF along with IPHN carried out a pilot project titled •BMS code monitoring in Bangladesh• where several BMS code violations were detected from eight districts of four divisions. From the findings of the pilot project it was realized that to reduce unethical act public awareness should create and also aware the infant food producing companies about the violations of the act.

To control unethical promotion of Breast-milk Substitutes (BMS), Government of Bangladesh published a law  titled  “Breast-milk Substitutes, Infant Foods, Commercially Manufactured Complementary Foods and the Accessories There of (Regulation of Marketing), act  2013.”  To  implement  the  law  it  is  very  important  to disseminate  the  law. Institute of Public Health Nutrition (IPHN) and Bangladesh Breastfeeding Foundation (BBF) with the support of Ministry of Health and Family Welfare (MOHFW) planned to disseminate  the  new  BMS  act,2013 at countrywide level.

Project Goals

Objectives:

a) Telecasting the Hazards of BMS 

b)  The punishment of violating BMS act, 2013.

Target group: Infants  age  0-6  months,  Health  Professionals, Parents  and  caregivers  of  the  under  2  year’s children.

Channel preference: TV spots were telecasting on  Boishakhi TV, Mach ranga and Desh Bangla.

Project Detail

Television telecasts are strong means of communication. Television networks in Bangladesh have a potential coverage of about 97 percent of the country’s population. Besides education and entertainment, its mandate is to ensure the equitable dissemination of information to the mass people. Therefore, TV spots on BMS Act in different TV channels can act as a strong influential tool in rapidly reaching mothers, household members, community influential and health workers, doctors, nurses, health professionals, stakeholders, NGO’s and government policy planners on a large scale towards BMS Act. In Bangladesh bottle feeding rate is still very high which can lead children to various diseases and increases infant mortality ratio. To protect children and to regulate BMS product government of Bangladesh established BMS Act in 2013. But various companies are aggressively violating BMS Act which is threat to young children and overall to this country. This television spot will help to create awareness to mass people and infant food producing companies will also be aware about the violations of the act as well as the punishment and it will protect the child and prevent these companies from their aggressive action.

Approval of IEC committee:

Several meetings were held with IEC committee of MOHFW to approve the script in MoH&FW. According to the review of the committee, script has been corrected and finalized. Finally, TV spot has been recorded and approved by the committee. A request letter has been sent to Ministry of Information to telecast the video in BTV.

Broadcasting of the TV spots: Now these TV spots (short play) are being broadcasted on Boishakhi Television, Desh TV and Mohona Television for 3 times daily. The average duration of the TV spots is around five minutes.

BOISHAKHI TELEVISION LIMITED

Product: Benefits of Breastfeeding & Hazards of Breast Milk Substitute

Duration: TVC: Benefits of Breastfeeding & Hazards of Breast Milk Substitute (1)-270 sec

TVC: Benefits of Breastfeeding & Hazards of Breast Milk Substitute (2)-225 sec

TVC: Benefits of Breastfeeding & Hazards of Breast Milk Substitute (2)-120 sec.

 

DESH TV

Product: Benefits of Breastfeeding & Hazards of Breast Milk Substitute

Duration:

TVC: Benefits of Breastfeeding & Hazards of Breast Milk Substitute (1)-270 sec

TVC: Benefits of Breastfeeding & Hazards of Breast Milk Substitute (2)-225 sec

TVC: Benefits of Breastfeeding & Hazards of Breast Milk Substitute (2)-120 sec

Mohona Television Limited

Product: Benefits of Breastfeeding & Hazards of Breast Milk Substitute

Duration:

TVC: Benefits of Breastfeeding & Hazards of Breast Milk Substitute (1)-270 sec

TVC: Benefits of Breastfeeding & Hazards of Breast Milk Substitute (2)-225 sec

TVC: Benefits of Breastfeeding & Hazards of Breast Milk Substitute (2)-120 sec

 

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