Celebrating the World Breastfeeding Week in the Era of COVID-19 Pandemic in Southern Nigeria: Lessons Learned

Background: The annual World Breastfeeding Week (WBW) celebration has been a period of massive interaction with stakeholders through various means and sharing of information related to the promotion, protection and support of breastfeeding since its inception in 1992. However, with the advent of the novel coronavirus disease 2019 (COVID-19) pandemic and subsequent uncertainties about the fate of breastfeeding on one hand, and the imposed measures for COVID-19 infection prevention and control on the other, there was need to modify the traditional way of celebrating the Week to ensure that knowledge about the COVID-19-breastfeeding dyad is communicated to relevant stakeholders while complying with the COVID-19 preventive protocols.

Aims: To share experiences and document lessons learned from the celebration of the 2020 WBW which can be reflected upon and used for improving on strategies to protect, promote and support breastfeeding even amidst the restrictions imposed by the protocols for the prevention and control of COVID-19 infection.

Place of Study: University of Port Harcourt Teaching Hospital (UPTH), Nigeria.

Methodology: The Baby Friendly Hospital Initiative (BFHI) Committee of the UPTH has celebrated the annual WBW every 1st to 7th August for the past 22 years (1997-2019). The reports of events of previous WBW Celebrations were retrieved and the format of the various activities was compared with that of activities for the 2020 WBW Celebration, which took place in the era of COVID-19 pandemic. The findings are presented in tables.

Results: Activities for the celebration of WBW in the pre-COVID-19 era usually included physical meetings for the sensitisation of the hospital communities/stakeholders, radio/television sessions, information sharing in various places of religious activities and a rally to interact with the community people. During the COVID-19 pandemic, new strategies for celebration of the WBW were adopted, including among others, virtual meetings, decentralisation of sensitisation of the hospital’s clientele and a physical meeting for the sensitisation of the Hospital Management Committee. Positive outcomes of the 2020 Celebration included the management’s commitment to the promotion, protection and support of breastfeeding, participation in the webinars by stakeholders from within and outside the hospital/Rivers State and establishment of collaborations with several partners.

Lesson learned included among others, the celebration of the Week by many stakeholders, the reduced cost of celebration due to the absence of physical meetings and their attendant costs. The personalised invitation of all departments, units and professional associations secured their commitments to breastfeeding. Decentralising the celebration facilitated the adaptation of the messages to the needs of different clienteles and strengthening of members from different departments to promote, protect and support breastfeeding in their work environment. However, the poor participation of the hospital community in the virtual meetings attributable to lack of experience and the cost of participation were setbacks to the targets of the Committee.

Conclusion: The era of the COVID-19 pandemic provided a good opportunity to engage stakeholders from within and outside the hospital for the support of breastfeeding as a safe infant feeding option in the midst of COVID-19 and introduced a new normal, the use of virtual meetings to promote, protect and support breastfeeding in a cost effective manner. The celebration of the Week reiterated the role of breastfeeding for ensuring planetary health which was being challenged by the COVID-19 pandemic.