A woman breastfeeding her son in Mukuni Village. Zambia. Zambia launches campaign to promote exclusive breastfeeding. At the launch of the Government of Zambia’s new advocacy campaign for infant and young child feeding, the country’s Minister of Health had a clear message for every mother: Exclusively breastfeed your newborn for the child’s first six months of life. “Exclusive breastfeeding means giving the baby only breast milk for the first six months, and no other liquids or solids, not even water unless medically indicated,” said Minister of Health Kapembwa Simbao. “It is therefore crucial that breastfeeding our children becomes the norm in Zambia, because breast milk plays a very important role in securing the health of children and is essential for overall child survival.” To help improve the nutritional status of every Zambian child, the ministry’s new advocacy campaign is emphasizing the importance of breastfeeding, starting within the first hour of birth and continuing exclusively for the first six months. The national campaign aims to increase the exclusive breastfeeding rate substantially. “This gathering today is a significant step in Zambia’s fight against malnutrition. The launch of the mass media campaign against malnutrition, with a focus on exclusive breastfeeding of children under six months of age, is commendable step by the government and partners to make a difference for these children and to save their lives,” said UNICEF Deputy Representative in Zambia Elspeth Erickson.