CHAPTER ONE

INTRODUCTION

1.1 Background to the Study

New born children in many African households, especially in Nigeria receive less commitment of being exclusively breastfed by their mothers. A news report stated mothers have many reasons why they do not exclusively breastfeed; one of such is twin births, myths such as fear for loss of sexual appeal, sagged breasts and fear of infecting their new born children with Human Immunodeficiency Virus (HIV).(Business Hallmark Newspaper, 2015; Sina, 2016).Other reasons that may stop mothers from exclusively breastfeeding include, that  nursing mothers did not likely continue with exclusive breastfeeding for six months, influence of loved ones like aged grandmothers affect the mother’s practice of exclusive breastfeeding. This is because they usually insist on traditional practices which include, discarding of colostrums, giving infants water, animal milk, pap, infant formula, honey, herbal preparations and also washings from quoranic inscriptions believed to be medicinal (Agunbaide & Ogunleye, 2012; Moisse, 2011; Umar & Oche, 2013). These practices can lead to an infant’s malnourished state, and may even lead to death if they are not properly managed.

The World Health Organisation (WHO) (2003), made it known that inappropriate breastfeeding practices contribute strongly to high mortality rate among children under the age of five. In the same vein, Veneman (2008) collaborated this, during the celebration of world breastfeeding week at Abuja, when she defined breastfeeding as a key tool in improving child survival in this world. She further stated that exclusive breastfeeding for the first six months of life can avert up to 13% 0f children under the age of five deaths in developing countries, This implies that exclusive breastfeeding to a large extent determines the health of an infant.

Nigeria demographic health survey (2008) in the view of evaluating the state of health stated Nigeria to have the highest number of stunted children in the continent and ranks third globally with more than ten million stunted children.  Alexandra (2016) said the main indicator for malnutrition is stunting. Stunting is very much prevalent in Niger state. He also stated that Niger state accounts for the prevalence of stunting as 34%, underweight at 11% and wasting at 18% in children less than five years. This means that a large percentage of children under five years have symptoms of malnourishment in Niger state. This could be as a result of not been exclusively breastfed by their mothers, since breast milk offers all the nutrients needed, malnutrition sets in when the baby is not exclusively breastfed.

An article by Summary of child survival partnership (2008), stated Cameroon as one of the six countries that account for half of all children’s death worldwide with one million children under-five dying every year.  Also, an article by Federal ministry of health saving newborn lives in Cameroon, 2011, stated that malnutrition contributes to over one third (35%) of those deaths. This implies that infants who are malnourished due to improper breastfeeding are likely to die.  This could be the reason why buea has under-five mortality rate at 123 per 1000 live births (Alexandra, 2016). Malnutrition is a cause of child mortality; this is in agreement with the account given by Isaiah (2015) that malnutrition is responsible for over 50% of less than five mortality rate in children and women in northern Cameroon. United Nations Children’s Fund stated that 13% of 10 million deaths of children in the 42 countries that account for 90% of child’s deaths throughout the world can be prevented by exclusively breastfeeding children for the first six months of their lives (UNICEF, 2005). In order to reduce child mortality, deliberate efforts must be put together by government to ensure mothers exclusively breastfeed their infants.

Attempts have been made by the government and WHO to ensure that infant malnutrition is limited. In relation to this is the world breastfeeding week. The week is an annual celebration which is held every year within August 1-7 in more than 120 countries. It was first celebrated in 1992 by the World Alliance for Breastfeeding Action (WABA). It was formed on the 14th February 1991(World Breastfeeding Week, 2010).  According to an article by Nursing World (2016) Nigeria is one of the countries that celebrate the world breastfeeding week; the week is spent campaigning, encouraging exclusive breastfeeding and also warning against risk of formula feeding. Many mothers are informed about exclusive breastfeeding through such campaigns. According to Brikins (2016), the materials distributed during this breastfeeding campaign are flyers, stickers and handbills on breastfeeding. This shows that information has been passed across to mothers concerning exclusive breastfeeding.

According to  Ministry of Health (2011), exclusive breastfeeding refers to feeding babies with breast milk only, without giving them water, mixtures from local herbs or other forms of liquid and food. Drops such as vitamins, minerals supplements or medicines can however be given when they are prescribed. Furthermore exclusive breastfeeding means that the infant or newborn receives only breast milk. WHO (2016) stated that exclusive breastfeeding should therefore not be combined with any other food while it is being practiced. Exclusive breastfeeding emphasizes feeding solely with breast milk. Veneman (2008) emphasized that exclusive breastfeeding means that no other liquid or solid is fed to the infant, with the exception of medicines. The importance of exclusive breastfeeding is propagated on occasions such as world breastfeeding week. UNICEF (2015) affirmed that exclusive breastfeeding is a good influence on child nutrition. The United Nations Children Fund in Cameroon, invited journalists to Kano as part of its activities to mark “breastfeeding week”. It solicited for media assistance on ways of sensitizing authorities and other stakeholders on the crisis of child malnutrition in Cameroon. UNICEF Chief of Communication, Porter (2015) in her remark called for intensified media advocacy on child nutrition in Cameroon. Porter noted that past efforts by the media have been effective. This was said based on many media campaigns ranging from topics such as breastfeeding and childcare, women breastfeeding, the essence of exclusive of exclusive breastfeeding to new born health in Cameroon. The media and other information sources have, in electronic, print and vocal forms being used to convey the importance of exclusive breastfeeding to mothers.

Nursing mothers are continuously remembered of the importance of exclusive breastfeeding through information sources around them, one of which is the media. Since there have been few systematic, large scale media campaigns, full potential of mass media to promote breastfeeding is as yet unrealized and therefore unknown. What has been learnt is that breastfeeding promotion programs are designed to address three types of factors affecting breastfeeding practices: 1) negative public attitudes toward breastfeeding; 2) lack of knowledge of specific breastfeeding skills such as correct positioning of the baby on the breast and increasing milk production; and 3) social norms that define breastfeeding as unusual behaviour (Cynthia, 1989). This shows that for information sources campaigns to be effective they have to largely cover every breastfeeding issue and not be limited in their coverage. Cynthia (1989) stated that one of the lessons learnt about breastfeeding campaigns is that general messages proclaiming the benefits of breastfeeding are not effective since they do not address the major impediments to optimal breastfeeding practice. Successful breastfeeding programs use mass media as part of a long range promotion strategy rather than as sporadic, short lived campaigns.  A change in group norms favouring breastfeeding which some experts believe is the key factor determining breastfeeding practices cannot be achieved by a brief media campaign. Similarly, specific breastfeeding skills and advice need to be provided on a continuous basis; there are always new mothers giving birth .As the world evolves lots of issues arise concerning the practice of exclusive breastfeeding and media campaigns on exclusive breastfeeding should be able to address these issues. Joan (2016) in agreement with Cynthia noted that factors influencing exclusive breastfeeding are evolving. Years past, the public encouraged breastfeeding mothers to breastfeed their infants where ever the need arises but presently it seems uncultured to breastfeed in public places like markets, offices.