Massive boost for hundreds of children as Sharjah Baby Friendly Emirate Campaign launches ‘Salamaty' program with Alkounouz

UAE, Sharjah, 28th September 2013: In a partnership that will yield substantial benefits for over 130 children currently enrolled and many more children in upcoming phases, the Sharjah Baby Friendly Emirate Campaign (SBFEC) has entered a collaboration with Alkounouz Kindergarten to launch a program called ‘Salamaty', which will greatly increase the awareness of breastfeeding benefits and practices among mothers and kindergarten staff. This comes after observations that breastfed children at the kindergarten enjoyed higher levels of physical and developmental progress than non-breastfed children. The launch ceremony was attended by representatives from the Motherhood and Childhood Center and Sharjah Educational Zone, along with numerous mothers and staff members.

Expressing her optimism for the program's future success, Dr Hessa Khalfan Al Ghazal, Director of the Executive Committee of the Sharjah Baby Friendly Emirate Campaign said: “For mothers and staff at Alkounouz Kindergarten, the benefits of breastfeeding are no longer just a scientific theory but an everyday reality. Each day across Sharjah's kindergartens there is mounting first-hand evidence of how breastfed children tend to enjoy a superior level of physical, intellectual and emotional development compared to their non-breastfed counterparts. Therefore ‘Salamaty' will ensure that these benefits do not end with the current stream of children but extend to future intakes, thus helping hundreds and potentially thousands of children in future.”

Dr Al Ghazal added: “We are absolutely delighted to be collaborating with Alkounouz Kindergarten, and their enthusiasm makes us eagerly look forward to future collaborations. Our partnership is proof that nothing is impossible in Sharjah if we think beyond the ordinary and dare to aim for the extraordinary.”

Ameena Al Johari Alkounouz Kindergarten Manager elaborated: “'Salamaty' would not have been possible without the wonderful support and unwavering hard work of the Sharjah Baby Friendly Emirate Campaign. The biggest lesson we have learned from the SBFEC is to look at the big picture, so that we don't just see the children but rather how all the pieces of the community puzzle fit together.”

She continued: “Although the importance of breastfeeding is widely accepted, not all members of society have an in-depth grasp of its medical, psychological or social benefits. Therefore the ‘Salamaty' program will set off the chain reaction of awareness.”

‘Salamaty' will initially be implemented among the 130 children at the kindergarten, before being expanded to benefit hundreds and potentially thousands of children and their mothers. Meanwhile attendees at the launch praised the clear and engaging way with which the campaign enlightened mothers.

The Sharjah Baby Friendly Emirate Campaign was initiated in March 2012 under the generous patronage of Her Highness Sheikha Budoor bint Sultan Al Qasimi, Chairperson of the Sharjah Investment and Development Authority (Shurooq), President of the Campaign and Honorary President of the Breastfeeding Friends Association. The campaign encompasses four initiatives: Breastfeeding-Friendly Nurseries, Mother and Baby-Friendly Public Places, Mother-Friendly Workplaces and Baby-Friendly Health Facilities. The campaign is sponsored by Sharjah Islamic Bank.