•“MAA-Mother’s Absolute Affection” which is an intensified programme was launched in 2016 in an attempt to bring undiluted focus on promotion of breastfeeding.
•The goal of the MAA programme is to revitalize efforts towards promotion, protection and support of breastfeeding practices through health systems to enhance breastfeeding rates.
•The key components of the programme are - awareness generation, promotion of breastfeeding and inter personal counseling at community level, skilled support for breastfeeding at delivery points, monitoring and award/recognition.
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