Sheikh Dr. Sultan Bin Muhammad Al Qasimi attends launch ceremony of Sharjah Baby-Friendly Emirate Campaign’s electronic application

April 16, 2014 12:02 pm

His Highness Sheikh Dr. Sultan Bin Muhammad Al, Member of the Supreme Council and Ruler of Sharjah, attended the launch ceremony of the electronic application of Sharjah Baby-Friendly Emirate Campaign – an initiative which was launched in March of 2012, under the generous patronage of Her Highness Sheikha Jawaher Bint Mohammed Al Qasimi, Wife of the Ruler of Sharjah, Chairperson of the Supreme Council for Family Affairs, with the aim to establish a healthier life for a future generation by providing a mother-friendly environment which will enable them to start breastfeeding at public places in Sharjah. This initiative will help to make the emirate more baby-friendly by 2015.

The launch of the ceremony took place at the SBFC’s stand at the 6th Sharjah Children’s Reading Festival, yesterday (Tuesday), during His Highness’ visit to the stand, in presence of Sheikha Bodour bint Sultan Al Qasimi, Chairperson of Sharjah Investment and Development Authority (Shurooq), Chairperson of Sharjah Baby Friendly Emirate Campaign.

Dr Hessa Khalfan Al Ghazal, Director of the Executive Committee of Sharjah Baby-Friendly Emirate Campaign, demonstrated the features of the new applications which will help introduce the campaign to users of smartphones and tablets inside the UAE and abroad, and convey the campaign’s messages and objectives for a larger audience across the globe. She said that the campaign boosts Sharjah’s role in civilization, not only as the capital of Islamic and Arabic culture, but also as a capital of children’s rights and women’s empowerment.

Developed by Khalifa University’s students, the new application is available on android phones and tablets in English and Arabic languages, and is composed of four main parts. The first part contains tips on the right way for mothers to breastfeed, and tips on healthy baby formula. The second part introduces the Sharjah Baby Friendly Emirate Campaign, its vision, mission and objectives. The third part is about the campaign’s four initiatives: baby-friendly health facilities, mother friendly workplace, breastfeeding friendly nurseries and mother friendly public place. The fourth part is about contact details and how to communicate with the campaign

Dr Hessa Khalfan Al Ghazal praised Khalifa University for its efforts in implementing this community initiative, and thanked the four students, Israa Al Hadhrami, Fatima Al Zughabi, Tasneem Khalid and Omar Abdul, along with their supervisor Dr Hassan Obeid Al Muhairi, for their efforts in working on the application. Dr Al Ghazal stated that this application is the first phase of a series of applications that the campaign will bring forward in collaboration with Khalifa university.

The campaign achieved positive results over the past two years.The campaign’s team conducted more than 548 meetings and visits to several government and private bodies and facilities in Sharjah to familiarise them with the campaign’s objectives and benefits. The campaign has also conducted 40 training courses and educational workshops, along with basic training approved by the World Health Organisation and UNICEF to 915 providers of maternity and child health care in government and private health facilities in Sharjah, equivalent to 95 per cent of the total maternity and child health care staff in public and private health facilities. Training and awareness sessions were, also, provided to 963 professionals at organizations and nurseries.

Sharjah Baby Friendly Emirate Campaign is based on the WHO and UNICEF International Baby-Friendly Hospital Initiative (BFHI), launched in 1991, and has been promoted by the Ministry of Health (Maternal and Child Health Central Administration) since 1993. The campaign seeks to encourage public facilities and organizations under four categories: health facilities, workplaces, nurseries and public places, to get the SBFC accreditation by improving the care of mothers and newborns at facilities that provide maternity services for protecting, prompting and supporting breastfeeding.

For further details about the press release please contact:

Yousuf Al Taweel
Branch Manager – Sharjah
SAHARA Communications
+971 55 5066111

Araxi Keoshgerian
Senior Account Manager
SAHARA Communications
+971 50 4957461