In 2022, FLRF began adapting the policy operationalization approach to plan an anti-formula advocacy campaign in South Africa in collaboration with civil society organizations and the University of the Western Cape.
Called the Infant and Young Child Feeding Advocacy Project (IYCFAP), it aims to protect, promote and support breastfeeding by creating an environment where women’s breastfeeding choices are not influenced by unethical, inappropriate marketing of infant formula.
The IYCFAP is co-hosted by the University of the Western Cape, the University of Pretoria and the Department of Science and Technology at the National Research Centre of Excellence in Food Security and led by Dr. Chantell Witten, RD(SA), Senior Lecturer and Project Lead: IYCF Advocacy Project; Nutrition Lead, South African Civil Society for Women’s, Adolescents’ and Children’s Health, National Department of Health Ministerial Committee member for the Morbidity and Mortality of Children under 5 years; Senior Lecturer and Lead, IYCF Advocacy Project, DSI/NRF Centre of Excellence for Food Security.
A technical working group will coordinate the work, guided by a technical advisory group. Once complete, the IYCFAP will be implemented nationally. The partners also plan to produce a playbook detailing how to apply a systematic approach that yields a country-focused campaign, optimized for a specific national environment.
The IYCFAP is aligned with the strategic initiative of the World Health Organization to help countries strengthen legislation that counters the aggressive formula milk marketing outlined in the 2022 WHO and UNICEF report: How the marketing of formula milk influences our decisions on infant feeding.
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Strengthening resilience in Nutrition and Food Security on the African Continent. Presentation presented at; 31 May 2022; DST/NRFR Webinar.