{"id":654,"date":"2025-08-27T03:43:07","date_gmt":"2025-08-27T03:43:07","guid":{"rendered":"http:\/\/10.236.237.24\/?page_id=654"},"modified":"2026-06-17T11:51:05","modified_gmt":"2026-06-17T11:51:05","slug":"maa-bfhi","status":"publish","type":"page","link":"https:\/\/nhm.tn.gov.in\/ta\/maa-bfhi\/","title":{"rendered":"MAA \/ BFHI"},"content":{"rendered":"<div data-elementor-type=\"wp-page\" data-elementor-id=\"654\" class=\"elementor elementor-654\">\n\t\t\t\t<div class=\"elementor-element elementor-element-2df48e0 e-flex e-con-boxed e-con e-parent\" data-id=\"2df48e0\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-ea6c894 elementor-widget elementor-widget-hfe-breadcrumbs-widget\" data-id=\"ea6c894\" data-element_type=\"widget\" data-widget_type=\"hfe-breadcrumbs-widget.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<nav aria-label=\"Breadcrumb\"><ul class=\"hfe-breadcrumbs hfe-breadcrumbs-show-home\"><li class=\"hfe-breadcrumbs-item hfe-breadcrumbs-first\"><span class=\"hfe-breadcrumbs-home-icon\"><\/span><a href=\"https:\/\/nhm.tn.gov.in\/ta\"><span class=\"hfe-breadcrumbs-text\">Home<\/span><\/a><\/li><\/ul><\/nav>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-1b8da15 e-flex e-con-boxed e-con e-parent\" data-id=\"1b8da15\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-efb900c e-con-full e-flex elementor-invisible e-con e-child\" data-id=\"efb900c\" data-element_type=\"container\" data-settings=\"{&quot;animation&quot;:&quot;slideInRight&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-7acc748 elementor-widget elementor-widget-text-editor\" data-id=\"7acc748\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<div class=\"section\">\n\n<!-- HERO -->\n\n<div class=\"nhm-hero\">\n\n<div class=\"nhm-hero-content\">\n\n<div class=\"nhm-tag\">\nMaternal &#038; Child Nutrition\n<\/div>\n\n<h2>Mother&#8217;s Absolute Affection (MAA) \/ Baby Friendly Hospital Initiative (BFHI)<\/h2>\n\n<p>\nBreastfeeding is one of the most effective child survival interventions. Recognizing its critical role in reducing neonatal and infant mortality, Tamil Nadu has been implementing the <strong>Mother&#8217;s Absolute Affection (MAA)<\/strong> programme since <strong>August 2016<\/strong> to strengthen Infant and Young Child Feeding (IYCF) practices.\n<\/p>\n\n<p>\nThe initiative focuses on promoting, protecting and supporting breastfeeding through health systems, community engagement and capacity building interventions across the State.\n<\/p>\n\n<\/div>\n\n<div class=\"nhm-hero-image\">\n\n<div class=\"nhm-highlight-stat\">\n<div class=\"big\">20%<\/div>\nNewborn Deaths Preventable Through Early Breastfeeding\n<\/div>\n\n<\/div>\n\n<\/div>\n\n<!-- WHY BREASTFEEDING MATTERS -->\n\n<div class=\"nhm-banner\">\n\nBreastfeeding within the <strong>first hour after birth<\/strong> can prevent nearly <strong>20% of newborn deaths<\/strong>. Infants who are not breastfed are <strong>15 times more likely to die from pneumonia<\/strong> and <strong>11 times more likely to die from diarrhoea<\/strong> compared to children who are exclusively breastfed.\n\n<\/div>\n\n<!-- PROGRAMME GOAL -->\n\n<h3>Goal of the Programme<\/h3>\n\n<div class=\"info-box\">\n\nThe goal of the MAA Programme is to revitalize efforts towards the <strong>promotion, protection and support of breastfeeding and young child feeding practices<\/strong> through health systems in order to achieve optimal Infant and Young Child Feeding (IYCF) and improve child nutrition outcomes.\n\n<\/div>\n\n<!-- OBJECTIVES -->\n\n<h3>Programme Objectives<\/h3>\n\n<div class=\"card-grid\">\n\n<div class=\"info-card\">\n<h4>Create Awareness<\/h4>\nGenerate awareness among pregnant women, lactating mothers, family members and communities to create an enabling environment for breastfeeding.\n<\/div>\n\n<div class=\"info-card\">\n<h4>Strengthen Lactation Support<\/h4>\nEnhance facility-based and community-based lactation support services through trained healthcare workers.\n<\/div>\n\n<div class=\"info-card\">\n<h4>Recognize Excellence<\/h4>\nPromote and incentivize health facilities that demonstrate effective breastfeeding support practices.\n<\/div>\n\n<\/div>\n\n<!-- IMPLEMENTATION COVERAGE -->\n\n<h3>Implementing Units<\/h3>\n\n<div class=\"stat-grid\">\n\n<div class=\"stat-card\">\n<strong>24<\/strong>\nDME Hospitals\n<\/div>\n\n<div class=\"stat-card\">\n<strong>309<\/strong>\nDMS Hospitals\n<\/div>\n\n<div class=\"stat-card\">\n<strong>2270<\/strong>\nPrimary Health Centres\n<\/div>\n\n<\/div>\n\n<!-- PROGRAMME FRAMEWORK -->\n\n<h3>Components of the MAA Programme<\/h3>\n\n<div class=\"hmis-process\">\n\n<div class=\"hmis-process-step\">\n<strong>Macro Level<\/strong>\nMass Media Awareness Campaigns\n<\/div>\n\n<div class=\"hmis-process-step\">\n<strong>Meso Level<\/strong>\nImplementation Across Health Facilities\n<\/div>\n\n<div class=\"hmis-process-step\">\n<strong>Micro Level<\/strong>\nCommunity-Based Breastfeeding Promotion\n<\/div>\n\n<\/div>\n\n<!-- CAPACITY BUILDING -->\n\n<h3>Capacity Building Initiatives<\/h3>\n\n<div class=\"nhm-section-alt\">\n\n<div class=\"card-grid\">\n\n<div class=\"info-card\">\n\n<h4>ASHA Sensitization<\/h4>\n\n<ul>\n<li>One-day sensitization programme<\/li>\n<li>Breastfeeding counselling skills<\/li>\n<li>Complementary feeding practices<\/li>\n<\/ul>\n\n<\/div>\n\n<div class=\"info-card\">\n\n<h4>VHN \/ ANM Training<\/h4>\n\n<ul>\n<li>One-day MAA sensitization module<\/li>\n<li>Four-day IYCF training module<\/li>\n<li>IYCF counselling flipcharts provided<\/li>\n<\/ul>\n\n<\/div>\n\n<div class=\"info-card\">\n\n<h4>Facility Staff Training<\/h4>\n\n<ul>\n<li>Training for ANMs, Nurses and Doctors<\/li>\n<li>Lactation support services orientation<\/li>\n<li>Four-day IYCF training package<\/li>\n<\/ul>\n\n<\/div>\n\n<div class=\"info-card\">\n\n<h4>IMS Act Orientation<\/h4>\n\n<ul>\n<li>Awareness on IMS Act provisions<\/li>\n<li>Facility-level compliance training<\/li>\n<li>Community-level worker orientation<\/li>\n<\/ul>\n\n<\/div>\n\n<\/div>\n\n<\/div>\n\n<!-- AWARDS -->\n\n<h3>MAA Award &#038; Recognition<\/h3>\n\n<div class=\"program-block\">\n\nHealth facilities demonstrating excellence in breastfeeding promotion and lactation support are recognized through the prestigious <strong>&#8220;MAA \u2013 Mother&#8217;s Absolute Affection Award&#8221;<\/strong>.\n\n<\/div>\n\n<div class=\"card-grid\">\n\n<div class=\"info-card\">\n<h4>\u20b910,000<\/h4>\nTeam Cash Award for Certified Facilities\n<\/div>\n\n<div class=\"info-card\">\n<h4>BFHI Assessment<\/h4>\nEvaluation Based on Ten Steps of BFHI\n<\/div>\n\n<div class=\"info-card\">\n<h4>IMS Compliance<\/h4>\nMandatory Adherence to IMS Act Guidelines\n<\/div>\n\n<div class=\"info-card\">\n<h4>External Assessment<\/h4>\nIndependent Evaluation by Trained Assessors\n<\/div>\n\n<\/div>\n\n<div class=\"info-box\">\n\nAssessment includes interactions with administrators, healthcare providers, mothers and families. Facilities are provided opportunities to address identified gaps and undergo reassessment before certification.\n\n<\/div>\n\n<!-- MONITORING -->\n\n<h3>Monitoring &#038; Evaluation<\/h3>\n\n<div class=\"program-block\">\n\nKey performance indicators prescribed under MAA guidelines are regularly monitored to evaluate breastfeeding outcomes, service quality and programme effectiveness across healthcare facilities.\n\n<\/div>\n\n<!-- TARGET -->\n\n<h3>Long-Term Vision<\/h3>\n\n<div class=\"nhm-banner\">\n\nTamil Nadu aims to transform <strong>all health facilities into certified MAA\/BFHI institutions<\/strong>, ensuring every mother receives quality breastfeeding support and every newborn benefits from optimal Infant and Young Child Feeding practices.\n\n<\/div>\n\n<\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>Home Maternal &#038; Child Nutrition Mother&#8217;s Absolute Affection (MAA) \/ Baby Friendly Hospital Initiative (BFHI) Breastfeeding is one of the most effective child survival interventions. Recognizing its critical role in reducing neonatal and infant mortality, Tamil Nadu has been implementing the Mother&#8217;s Absolute Affection (MAA) programme since August 2016 to strengthen Infant and Young Child [&hellip;]<\/p>","protected":false},"author":2,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-654","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/nhm.tn.gov.in\/ta\/wp-json\/wp\/v2\/pages\/654","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/nhm.tn.gov.in\/ta\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/nhm.tn.gov.in\/ta\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/nhm.tn.gov.in\/ta\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/nhm.tn.gov.in\/ta\/wp-json\/wp\/v2\/comments?post=654"}],"version-history":[{"count":0,"href":"https:\/\/nhm.tn.gov.in\/ta\/wp-json\/wp\/v2\/pages\/654\/revisions"}],"wp:attachment":[{"href":"https:\/\/nhm.tn.gov.in\/ta\/wp-json\/wp\/v2\/media?parent=654"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}