His Highness Sheikh Dr Sultan bin Muhammad Al Qasimi, Member of the Supreme Council and Ruler of Sharjah, will attend the announcement of the results of the Sharjah Baby- Friendly Campaign (SBFC), at Al Jawaher Reception and Convention Centre, on Wednesday 9 December.The ceremony will take place in the presence of Sheikha Bodour bint Sultan Al Qasimi, Chairperson of Sharjah Investment and development Authority (Shurooq), President of Sharjah Baby Friendly Campaign, HE Mariam Bint Mohammed Khalfan Al Roumi, Minister of Social Affairs, HE Abdul Rahman Al Owais, Minister of Health, Essam Ali, Social Policy Specialist at UNICEF - Gulf Area Office, and Dr Ayoub Al Jawaldeh, regional adviser on nutrition at WHO's Office for the Eastern Mediterranean Region, in addition to all the organisations that have been accredited as baby-friendly establishments including government and private organizations.
The campaign, which was launched in 2011 under the theme "A True Beginning for a Better Future”, aims to improve and preserve the well-being of mothers and babies by encouraging more mothers to breastfeed and increase the number of months babies are breastfed for. The SBFC consists of four initiatives: Baby-Friendly Health Facility, Mother-Friendly Workplace, Breastfeeding-Friendly Nursery, and Mother-Baby Friendly Public Place. Once an organization met the criteria for any of these initiatives, it was awarded the designation or accreditation of that initiative.During the ceremony the SBFC will announce all the organisations that have been accredited as baby-friendly establishments including work places, healthcare centres, nurseries and public places such as parks and museums.