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Field Action Report
Open Access

Mother-Baby Friendly Philippines: Using Citizen Reporting to Improve Compliance to the International Code of Marketing of Breastmilk Substitutes

Kate Reinsma, Alfred Jose C. Ballesteros, Rene Andrew A. Bucu, Teddy S. Dizon, Nathan John U. Jumalon, Lorelane C. Ramirez, Czarina Anne A. Villareiz, Carleneth San Valentin and Maria Rosario S. Vergeire
Global Health: Science and Practice February 2022, 10(1):e2100071; https://doi.org/10.9745/GHSP-D-21-00071
Kate Reinsma
aWorld Vision International Technical Services Organization, Monrovia, CA, USA.
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  • For correspondence: kate_reinsma{at}wvi.org
Alfred Jose C. Ballesteros
bAlliance for Improving Health Outcomes, Inc., Quezon City, Philippines.
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Rene Andrew A. Bucu
bAlliance for Improving Health Outcomes, Inc., Quezon City, Philippines.
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Teddy S. Dizon
bAlliance for Improving Health Outcomes, Inc., Quezon City, Philippines.
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Nathan John U. Jumalon
bAlliance for Improving Health Outcomes, Inc., Quezon City, Philippines.
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Lorelane C. Ramirez
bAlliance for Improving Health Outcomes, Inc., Quezon City, Philippines.
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Czarina Anne A. Villareiz
bAlliance for Improving Health Outcomes, Inc., Quezon City, Philippines.
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Carleneth San Valentin
cWorld Vision Development Foundation, Manila, Philippines.
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Maria Rosario S. Vergeire
dUndersecretary of Health, Health Regulation Team, Department of Health, Manila, Philippines.
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    Training provided to health professionals that emphasized their need to know the Milk Code law beyond its title, how certain practices by formula companies impinge on their rights, and how to advocate for their rights by reporting violations. © 2018 Angela Pajares/World Vision Development Foundation

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    Community orientation on infant and young child feeding and related laws, as well as the Mother-Baby Friendly Philippines reporting platform. © 2018, Kristian Jebsen Bandong, World Vision Development Foundation

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    FIGURE 1

    Screenshots of the Second Version of the Mother-Baby Friendly Philippines Mobile Application

    From left to right: (a) the dashboard or home screen, (b) the report form showcasing improved user interface with graphics and explanations, and (c) the violation reporting form.

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    FIGURE 2

    Status of Received Reports in Reporting Platform on Milk Code Violations, Philippines

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    FIGURE 3

    Awareness of Stipulations of the Breastfeeding Laws Among Respondents per Pilot Site, Philippines

    Abbreviations: MBFP, Mother-Baby Friendly Philippines; SMS, short message service.

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    FIGURE 4

    Possible Means of Reporting Violations as Identified by Survey Respondents, Philippines

    Abbreviations: MBFP, Mother-Baby Friendly Philippines; SMS, short message service.

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    TABLE.

    Features of the Mother-Baby Friendly Platform for Reporting Violations of the Milk Code

    FeatureAvailable OnDescription
    Report violationWebsiteUsers enter data on date, place, and details of violation. Contact information (email and/or mobile phone number) is collected to allow reporters to receive updates on the status of their report. Information on the reporter (name, sector, age) are collected under conditions of confidentiality. Submission of the name of the reporter is optional. Reported violations submitted to the platform were filtered by WVDF and sent to DOH and FDA according to the type of violation. Reports are sent anonymously. Photo and video documentation can also be uploaded. Submitted photo and video documentation are collected as part of evidence and verified.
    Mobile applicationUsers had an outbox in case of slow or non-existent internet connections, allowing the submission of reports at a more appropriate time. Reporters could also view and track their reported violation statuses.
    SMSReports can also be sent to a designated number through SMS by providing the required details but uploading of supporting documentation is not possible.
    News articlesWebsite and mobile applicationWVDF-written news articles and updates on breastfeeding-related developments in the country (information on events, advocacy caravans, and updates on regulations and laws).
    InfographicsWebsite and mobile applicationInfographics formulated and published by WVDF with the approval of DOH designed to provide information on the rights of breastfeeding mothers, supporting policy documents, and the benefits of breastfeeding through what were intended to be attractive and more easily digestible graphical illustrations.
    VideosWebsite and mobile applicationVideos produced and published by WVDF highlighting individual experiences of breastfeeding mothers, citing the benefits of breastfeeding for both mother and child.
    DirectoryWebsiteUsers can view breastfeeding stations in the Philippines through a provided map. Upon identifying and clicking a chosen breastfeeding station, the user would be provided the address of the location and its accreditation status (i.e., whether it is an accredited Mother-Baby Friendly Hospital, accredited Mother-Baby Friendly Workplace, or has a certificate of commitment for Mother-Baby Friendly Program.)
    Mobile applicationUsers can suggest and upload breastfeeding station locations by marking a pin on the map, subject to approval of the administrator. The user will be required to upload an image of the location as well.
    Policies and lawsWebsite and mobile applicationContains a database of policies and laws related to the MBFP project, including Executive Order 51 and its implementing rules and regulations and Regulation Act 10028 and its implementing rules and regulations. Users can also download an offline version of these laws.
    Motherhood journalMobile applicationThrough the motherhood journal, a mother can track the activities of their baby/babies such as breastfeeding, diaper changes, and key development milestones and share these on social media. The section also provides tips on breastfeeding techniques and practices.
    OtherWebsite and mobile applicationProvides details of the MBFP project and the organizations involved, such as WVDF and DOH, with links to their respective websites. A frequently asked questions section is also provided for in-depth information.
    • Abbreviations: DOH, Department of Health; MBFP, Mother-Baby Friendly Philippines; SMS, short message service; WVDF, World Vision Development Foundation.

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Global Health: Science and Practice: 10 (1)
Global Health: Science and Practice
Vol. 10, No. 1
February 28, 2022
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Mother-Baby Friendly Philippines: Using Citizen Reporting to Improve Compliance to the International Code of Marketing of Breastmilk Substitutes
Kate Reinsma, Alfred Jose C. Ballesteros, Rene Andrew A. Bucu, Teddy S. Dizon, Nathan John U. Jumalon, Lorelane C. Ramirez, Czarina Anne A. Villareiz, Carleneth San Valentin, Maria Rosario S. Vergeire
Global Health: Science and Practice Feb 2022, 10 (1) e2100071; DOI: 10.9745/GHSP-D-21-00071

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Mother-Baby Friendly Philippines: Using Citizen Reporting to Improve Compliance to the International Code of Marketing of Breastmilk Substitutes
Kate Reinsma, Alfred Jose C. Ballesteros, Rene Andrew A. Bucu, Teddy S. Dizon, Nathan John U. Jumalon, Lorelane C. Ramirez, Czarina Anne A. Villareiz, Carleneth San Valentin, Maria Rosario S. Vergeire
Global Health: Science and Practice Feb 2022, 10 (1) e2100071; DOI: 10.9745/GHSP-D-21-00071
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