**Poor Baby Formula Marketing Makes African Mothers Fear, Disease and Starvation**
There are over 30 million families in South Africa - one of the wealthiest countries on the continent. However, many of these families are not rich enough to afford quality food and the poor marketing of baby formulas is a huge issue. Recently, Africa.com reported that the World Health Organization (WHO) and UNICEF have criticized baby formula companies for stereotyping African mothers.
Baby formula is made from cow's milk, mixed with sugar, vegetable oil and other nutrients. It's easy to make, tastes nice and is a good source of energy for babies. Many people think that baby formula is the best substitute for breast milk. But did you know that in South Africa, there are many resources available to provide breast feeding support to new moms such as peer support groups and breastfeeding classes. However, the aggressive marketing of baby formula can make mothers hesitant to try.
When babies can't breastfeed, they are more likely to get diarrheal diseases; because bacteria can thrive on cow's milk. And worldwide, many babies in developing countries have died due to diarrhea caused by formula feeding. In response to UNICEF's recent warning on the sponsorship trends in baby formula marketing, WHO urged health care providers to check the nutritional content of these products. But most baby formula is high in energy and sugar and low on the nutrients babies need.
Buy some baby food and visit the store and take a closer look at the packaging. Many of these products aim to convince you of how good they are for your baby. Some will say, ' this is the perfect mix of carbohydrates, protein and vitamins that your child needs'. They also use a celebrity Angel as a brand ambassador, hoping to achieve legitimacy and profit from the sales of their lovely breast butter. Starry eyes soothed with snuggles looking totally at ease and other artificial models. Some brands showcase cute, smiling babies to catch a mom looking for exactly that type of product.
Behind the brand image and how well a product is promoted, it can also be of little value. Many formula brands pay celebrities to endorse their products in Africa. Many companies, including celebrities are known for using poor representations of African mothers in their messages. In other words, their marketing perpetuates stereotypes, reinforcing a narrow and damaging view about African mothers and babies, pointing out that babies exclusively breast fed have better brain development than their breast fed counterpart and these reaps long-term benefits falling fewer absenteeism from college which results in lower economic barriers heavily marginalized countries like South Africa
Check where you live and discover the stories about breast feeding in your area. Strength breeds love that can only grow as an empowered woman from within and not bartered and racially abused every day
Africa.com, in solidarity with UNICEF, exposure the marketing message
Learn more about this South African partnership with UNICEF at https://africa.com/who-and-unicef-criticize-predatory-baby-formula-marketing-in-south-africa/.
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