Baby Bubbly is born! Animated TV PSA aims to promote the importance of breastfeeding within the first hour of life
Bangkok, 1 August 2007 - As part of World Breastfeeding Week (1-7 August), UNICEF and WHO are pleased to announce the birth of Baby Bubbly, an animated character that aims to promote breastfeeding within the first hour of life. The 45-second 3D animated public service announcement highlights the importance of initiating breastfeeding in the first hour of a child’s life, the theme for this year’s celebrations. This initial contact, as well as exclusive breastfeeding for six months, has the potential to save one million lives and is critical for reducing persistently high neonatal mortality.
As WHO Director General Dr Margaret Chan said in her global statement on this year’s theme, “ in a world where more than 10 million children die before their fifth birthday due to preventable causes, and where malnutrition is still rampant and associated with over half of all childhood deaths, there is simply no time to waste. Let’s start with the first hour!”
The “Bubblies” - a community of animated characters - has been developed by a talented team of scriptwriters and animators to model simple life saving behaviours with engaging charm and gentle humour. Both their simple appearance and “bubbly’ language – a kind of jibberish- makes them easily understood by people of all ages and nationalities and ensures their wide appeal. In addition their 3D presentation is modern, ‘hi-tech’ and likely to stand out and catch attention even in a very crowded advertising market.
UNICEF Executive Director Ann Veneman in her global statement in support of this year’s World Breastfeeding Week stressed that the challenge “is to find creative and convincing ways at the community level to encourage breastfeeding and to provide national authorities with solid evidence of the advantages of promoting breastfeeding at the national level.”
The animated public service announcement, which was created by Kantana Animation Company in Thailand with support from UNICEF’s East Asia and Pacific Regional Office and WHO Western Pacific Regional Office, will be made available globally in support of ongoing campaigns to promote breastfeeding. It is intended as the first in a series on child survival issues and can be broadcast free of charge.