Empowering Breastfeeding Mothers: Protect, Promote & Support
The only organization in Indonesia specifically tailored by, from and for breastfeeding mothers. Promoting, protecting and supporting breastfeeding.
About You
About You
First Name
Mia
Last Name
Sutanto
Twitter URL
Facebook URL
About Your Organization
Organization Name
Asosiasi Ibu Menyusui Indonesia (Indonesian Breastfeeding Mothers' Association)
Organization Website
Organization Country
Indonesia, JK
Country where this project is creating social impact
Indonesia
Is your organization a
Non‐profit/NGO/citizen sector organization
How long has your organization been operating?
1‐5 years
Has the organization received awards or honors? Please tell us about them
June 14, 2009: received official recognition from the Indonesian Pediatric Society for AIMI's unwavering focus and dedication with regards to exclusive breastfeeding
References - Please provide two references with a two-sentence biography, email address, and phone number for each
1. Dr. Arun Gupta MD FIAP
Regional Coordinator IBFAN Asia,
Member, Prime Minister's Council on India's Nutrition Challenges,
Chair, global Breastfeeding Initiative for Child Survival(gBICS) Convener, Alliance Against Conflict of Interest(AACI), Phone: 91-9899676306, email: arun@ibfanasia.org
2. dr. Utami Roesli, SpA, IBCLC, FABM, Chairwoman of the Indonesian Breastfeeding Center, Lactation Consultant, Pediatrician, phone: 62-816959217,
email: tamiroes@gmail.com
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Innovation
Select the stage that best applies to your solution
Established (past the previous stages and has demonstrated success)
How long have you been in operation?
Operating for 1‐5 years
The Need: What problem are you trying to solve?
Pursuant to the 2007 Indonesian Health Demography Survey (SDKI), neonatal mortality rate is 19/1000, Infant mortality rate is 34/1000 and under 5s mortality rate is 44/1000. In 2010, the Ministry of Health reported 43.616 cases of malnourished under 5s which have undergone treatment (compared to the previous year of 56.941 cases). The rate of infant mortality & morbidity can be reduced through Optimal Infant & Young Child Feeding, one of which is by providing exclusive breastfeeding and continued breastfeeding for up to 2 years or beyond. Sadly, research has shown a decline in the rate of exclusive breastfeeding in Indonesia (15,3% according to the Ministry of Health, 2010).
The Solution: What is your solution? Be specific!
AIMI has one mission, and that is to provide ACCESS for breastfeeding mothers and their families throughout Indonesia with regard to the following:
1. education and accurate information on breastfeeding from a reliable source of reference;
2. peer support and skilled help in lactation matters;
3. advocacy and protection of breastfeeding rights for women pursuant to international and national laws, guidelines and recommendations.
With this aim, AIMI plans to establish a presence throughout Indonesia, at a minimum on a provincial level, that will provide and carry out core activities to meet the targeted mission. These activities will be carried out by, for and from the breastfeeding mothers themselves. WE are answering our own needs. WE are our own solution.
The Model: Walk us through a specific example of how your solution makes a difference; include your primary activities
AIMI is a non-profit, self funded, NGO that operates on the basis of a mother-to-mother support group, meaning all activities are carried out by, from and for the breastfeeding mothers on a voluntary scheme. This idea is replicated on a provincial level each time AIMI establish a branch, and each time the branch establish a sub-branch at a city/municipal level. Breastfeeding may be natural, but for most mothers it's a learning process. In order to be able to successfully breastfeed her child, she will need:
1. prenatal breastfeeding education & information; for this, AIMI regularly hold breastfeeding classes, dissemination of information to workplaces such as offices and factories (AGtO), to communities (AGtC), AIMI also conducts regular meetings for mother-to-mother support groups, and prenatal breastfeeding counseling with a certified breastfeeding counselor, and active social media outreach;
2. in order to sustain her breastfeeding, a mother requires peer support through AIMI's mailing list (ASIforbaby) and through the mother-to-mother support group (kASIh ibu), and skilled help when there are challenges in breastfeeding are provided by certified breastfeeding counselors who have completed the 40 hours training based on the UNICEF/WHO module;
3. last but not least, protection of her breastfeeding rights, in the workplace, in public areas, and also from unsolicited and unwanted promotional harrassment by formula companies, for this AIMI has a legal and advocacy division that also closely liaise with relevant government agencies and the national lawmakers.
The Marketplace: Who are your peers and competitors? Identify others also working to address the needs you are and what differentiates you from them. What challenges could these players pose to your success or growth?
International NGOs such as CARE, Mercy Corps, Plan International, Save the Children, WVI and UN agencies such as WHO and UNICEF also, to some extent, pay attention to breastfeeding in Indonesia. However, breastfeeding is only one of many health related projects they carry out in Indonesia. National organizations such as the Indonesian Breastfeeding Center, The Indonesian Perinatalogy Society and the Foundation of Caring Parents are also involved in breastfeeding activities. They carry out trainings, breastfeeding classes, peer support and counseling. HOWEVER, none are established by breastfeeding mothers, AND activities carried out by breastfeeding mothers AND having branches in other parts of Indonesia. Nevertheless, collaboration based on mutual respect is needed for AIMI's growth.
This Entry is about (Issues)
Social Impact
Founding Story: We want to hear about your "Aha!" moment. Share the story of where and when the founder(s) saw this solution's potential to change the world.
As one of the founders of AIMI, my personal experience when breastfeeding my first child almost eight years ago was the driving force behind my "Aha!" moment. Lack of proper education and breastfeeding information, minimum support, especially from the health facility and health professionals, also no access to skilled help during some of my breastfeeding challenges were some of the issues. Two years later, my sister gave birth, and with little to no knowledge and training, based solely on my experience, I helped her to breastfeed her baby after she had her C-section. That was my "Aha!" moment. It felt wonderful. It felt right. I just found my calling. From there on I was motivated to learn more. To gain more knowledge and skill. Ultimately, it lead me to realise that, when it came to breastfeeding, time waits for no man (or woman). We, the breastfeeding moms, have to help ourselves. We have to support one another, protect each other.
Please describe the goal of your initiative; outline what you are trying to achieve
AIMI's ultimate goal is that all mothers in Indonesia are able to breastfeed their children, in the proper manner, in a supportive environment, so that once again, breastfeeding becomes the NORM in our culture. Not something that is simply the best, but breastfeeding is the NORMAL and ORDINARY way to feed your baby. When a couple are expecting their child, they automatically think of breastfeeding as the only option of feeding their child. In the end, breastfeeding will become so entrenched in our everyday lifestyle, that bottle feeding will be viewed as an anomaly (as oppossed to now, where breastfeeding is still considered as extraordinary). Consequently, the rate of breastfeeding will rise, and Indonesia's children, our future generation, will be able to reach their optimal potential.
What has been the impact of your solution to date?
Since AIMI first started holding breastfeeding classes in 2007, only 20 people attended the class, which is usually one class every two weeks and only in Jakarta. Now, as of January 2012, AIMI holds regular breastfeeding classes in more than 21 cities through out Indonesia, with average attendance of 25 people per class and a minimum total of 33 classes per three month period. More cities are asking to open up these breastfeeding classes in their hometown, and we are meeting this demand with the limited resources that we have.
The breastfeeding classes are divided into three topics: prenatal breastfeeding class, postnatal breastfeeding class, and common challenges in breastfeeding class. Each class lasts around 4.5 hours, with materials ranging from introduction of Early Initiation of Breastfeeding, Breast Anatomy, Positioning & Latch-on, Jaundice, Expressing, Storing & Giving Expressed Breastmilk, First Aid for Mastitis, Sore Nipples and last but not least, Weaning with Love.
What is your projected impact over the next five years?
AIMI expects to have branches at all 33 provincial levels, with these branches having at least five sub-branches at city level. With regard to the breastfeeding classes, each city is expected to hold at least three breastfeeding classes on a regular basis. Thus, reaching more mothers and more families throughout Indonesia.
Winning entries present a strong plan for how they will achieve and track growth. Identify your six-month milestone for growing your impact
Opening up five more branches at the provincial level
Identify three major tasks you will have to complete to reach your six-month milestone
Task 1
strengthening the existing task force responsible for AIMI's expansion
Task 2
training key persons at prospective provinces to be breastfeeding counselors
Task 3
securing funds for expenses related to the setting-up of new branches
Now think bigger! Identify your 12-month impact milestone
In 12 months, AIMI is expected to have opened up 10 new branches at the provincial level
Identify three major tasks you will have to complete to reach your 12-month milestone
Task 1
strengthening and adding to the existing task force responsible for AIMI's expansion
Task 2
setting-up a new team for monitoring and evaluation of existing branches
Task 3
securing funds for expenses related to the setting-up of new branches, and for carrying out tasks 1 and 2
Sustainability
Tell us about your partnerships
AIMI has no permanent partnership with either the government, local or international NGOs or the private sector. AIMI is a member of World Alliance for Breastfeeding Action (WABA), also a member of International Baby Food Action Network (IBFAN). AIMI is also active in the Indonesian Breastfeeding Advocacy Coallition and a founder of the Indonesian Breastfeeding Counselors Association. AIMI has been involved in projects with NGOs such as Mercy Corps, Save the Children and also with UNICEF.
Are you currently targeting other specific populations, locations, or markets for your innovation? If so, where and why?
AIMI is currently targeting the islands of Sumatera, Kalimantan and Sulawesi. Though the population of these islands are not as crowded as that of Java, many incidences of under 5s malnutrition are reported. Helping families in these areas to breastfeed their children will effectively deal with the issue. Moreover, it is harder to find health facilities and health workers who support breastfeeding, and individuals with trained knowledge to help with breastfeeding challenges on these islands.
What type of operating environment and internal organizational factors make your innovation successful?
Please elaborate on any needs or offers you have mentioned above and/or suggest categories of support that aren't specified within the list
Mentoring, from experts who can show how to deal with an expanding organization.
Human resources, how to create a foolproof system so that AIMI is able to pick the right person for the job.
Networking, people or organizations that can help to achieve AIMI's goals.
Investment, how to convince people to "invest" in AIMI.
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 | 15 weeks agoMia Sutanto updated this Competition Entry. |
| 15 weeks agoMia Sutanto updated this Competition Entry. |
| 15 weeks agoMia Sutanto submitted this idea. |
