The first week in August is World Breastfeeding Week, so UNICEF Thailand is launching a social media campaign called “The Masterpiece”, to raise awareness about and emphasise the importance of breastfeeding, after a UNICEF survey found that only 29% of new mothers in Thailand exclusively breastfeed their babies for the first six months of life, which is below the Global Nutrition Target of 50% by 2025.

“While the new data shows that the breastfeeding rate in Thailand has doubled during the past few years, too many children here are still missing the opportunity to have the best start in life,” said Kyungsun Kim, UNICEF Representative for Thailand.

Even though breast milk is the best food for baby, as it is full of all the nutrients they need, there are some mothers who face obstacles and barriers to breastfeeding. Some might be unable to access healthcare support, if they have lactation problems, or lack support from family members. Additionally, infant formula marketing can create a misunderstanding that formula is as good as breast milk. Working moms might also face difficulties continuing breastfeeding at work, because some workplaces are not supportive.

The World Health Organisation suggests that babies should be breastfed for at least 6 months. UNICEF is encouraging stronger family-friendly policies in workplaces, including at least 6-months of paid parental leave, breastfeeding rooms, breastfeeding breaks, support from employers and co-workers and access to quality and affordable childcare services.

Kim also added that it is not only mothers who want the best start for their baby, everyone does. Therefore, these improvements would be the smartest human investment for our society and the future.

Breastfeeding mothers should be admired and supported for their dedication. “The Masterpiece” campaign calls for love, support and care for new moms from everyone, to ensure the best possible start for their children.

By Warissara Sae-han, Thai PBS World