“MAA-Mother’s Absolute Affection’’ is a nationwide programme launched in an attempt to bring undiluted focus on promotion of breastfeeding and provision of counselling services for supporting breastfeeding through health systems.
The programme has been named ‘MAA’ to signify the support a lactating mother requires from family members and at health facilities to breastfeed successfully.
The chief components of the MAA Programme are Community awareness generation, Strengthening inter personal communication through ASHA, Skilled support for breastfeeding at Delivery points in Public health facilities, and Monitoring and Award/recognition.
Around 20% newborn deaths and 13% under-five deaths can be prevented by early initiation of breastfeeding. The MAA – the nation-wide breastfeeding promotion program, is about intensified efforts to promote, protect and support optimal breastfeeding. It builds upon the existing initiatives and addresses the needs of all children including those living in difficult circumstances.
