Media report from Cyclone Nargis and the Wenchuan earthquake

An analysis of Internet-based media reports after Cyclone Nargis in Myanmar and the Wenchuan earthquake in China revealed that messages about infant and young child feeding in emergencies (IFE) were commonly communicated via the media. These reports were significant both in terms of what they included and what they did not include. Some of the common and pertinent messages in media reports were: babies are vulnerable; that women breastfeed in emergencies but breastfeeding is a sign of weakness; and providing infant formula will save babies. Messages rarely reported in the media included: that artificial feeding commonly leads to diarrhoea and death in emergencies and that breastfeeding is a sign of resilience and protects infants in emergencies. This analysis suggests that current reporting patterns of the media may encourage the inappropriate donation and distribution of infant formula and powdered milk in emergencies leading to increased morbidity and mortality in infants and young children. 

The following recommendations for those involved in emergency response are made: 

• All players in the provision of aid should use the media’s interest in babies and knowledge of the vulnerability of babies in emergencies to educate the public about IFE and reduce harmful aid. 
• Aid organisations should provide the media and their supporters with good information on IFE including the protective role of breastfeeding; the dangers of artificial feeding and unsolicited donations of milk products and the need to support breastfeeding women, target the distribution of infant formula and support the carers of artificially fed babies. Adjusting promotion of aid provided to babies from one that is product driven to one that does not primarily involve the provision of goods is necessary. Aid agencies should avoid presenting themselves as saviours of infants but instead present mothers as partners in provision of aid to infants and young children. 
• The media should be encouraged via press releases and other educative opportunities to report that artificially fed infants are particularly vulnerable to diarrhoea and death in emergencies and that breastfeeding is protective against illness. They should also be encouraged to present breastfeeding as a sign of strength not vulnerability and breastfeeding mothers as resilient and with the capacity to protect their infants if provided with support. 
• Press releases from aid organisations should emphasise the support being provided to breastfeeding mothers. Any mention of aid to support artificially fed infants should also mention the risk associated with artificial feeding and describe the package of aid required to assist these infants. It should be explicated stated that donations of infant formula are not needed and are unhelpful but that monetary donations will assist aid agencies to maximise the survival of infants. 
• In order to prevent unsolicited donations and poorly targeted distributions of infant formula and other milk products joint statements on IFE should be developed as a part of emergency preparedness and released immediately an emergency occurs. 
• In seeking to attract media attention to IFE, the dramatic and emotive stories of identified individuals should be used. Such stories should emphasise the bravery and resilience of mothers who continue breastfeeding their infants in exceptional circumstance and the tragedy of mothers whose babies have suffered because of donations of infant formula.