Under the patronage of Her Highness Sheikha Budoor bint Sultan Al Qasimi, Chairperson of the Sharjah Investment and Development Authority (Shurooq), President of the Campaign and Honorary President of the Breastfeeding Friends Association, Sharjah Baby Friendly Emirate Campaign (SBFEC) has launched an online information resource this week. The launch is part of the campaign’s expansion strategy of widening access to any user with internet access. Its goal is to keep pace with the latest trends in digital communication and reach a wider proportion of the public to increase awareness levels about the importance and benefits of breastfeeding.

Dr Hessa Khalfan Al Ghazal, Executive Committee Director of SBFEC elaborated: “SBFEC is tremendously excited about the launch of this website, as it will target a wider audience with a wealth of information. This way users can easily access the details about the campaign and its different initiatives, the latest press releases, announcements, helpful tips, latest studies and upcoming events. Just as we encourage mothers to adapt to their baby’s natural feeding timetable, we are also adapting to our users’ natural timetable because they can access our portal whenever it suits their daily schedule - whether at home, at work, while in public or on the go while traveling.“

The website will take on the role of a constant reference for all mothers or mothers-to-be on vital information pertaining to breastfeeding. It is positioned to be an indispensable resource of information at the fingertips of every parent, employer or healthcare professional that requires the information.

Sharjah Baby Friendly Emirate Campaign strives to make information and evidence on the benefits of breastfeeding both reachable and comprehensible. By using the internet to do so, SBFEC expects to increase awareness to a wider audience, making the website an invaluable and readily available resource.

Dr. Hessa Khalfan Al Ghazal added: “As our society becomes more dependent on the internet as a source of information, we as health professionals should also adapt our methods to ensure our messages in line with this trend. In a way, our portal is like breastfeeding in that it feeds our hunger for knowledge, keeping our awareness at healthy levels.”

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