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Bacău County Emergency Hospital, UniCredit Țiriac Bank and UNICEF announce that Bacău Maternity wants to become a Baby-Friendly Hospital

BACĂU, 10 July 2012. UNICEF Romania and Bacău County Emergency Hospital are proud to announce that actions have been started to turn Bacău Maternity into a Baby-Friendly Hospital with financial support from UniCredit Țiriac Bank.

National research studies conducted from 1991 to 2010 have evidenced the adverse effects of stopping breastfeeding too early, of low exclusive breastfeeding rates, of improper introduction of cow’s milk and of complementary feeding at inappropriate times and with inadequate foods. Lack of parents’ training on and support to home-based child care practices, alongside the aggressive marketing of breast milk substitutes hamper the promotion of adequate child nutrition and healthy development. In response to a similar global situation, UNICEF and World Health Organization (WHO) launched the Baby-Friendly Hospital Initiative (BFHI) in 1991 in a joint effort to ensure that all maternities become centres of breastfeeding support. To be designated baby-friendly a maternity needs to implement the Ten Steps to Successful Breastfeeding, which are meant to support, promote and protect breastfeeding. The Ten Steps are a set of international mother and baby care standards and they have nothing to do with a hotel-like setting or high costs – they are just care provision rules.

With financial support from UniCredit Ţiriac Bank and technical assistance from UNICEF, Bacău Maternity will be able to implement all the Ten Steps to Successful Breastfeeding and the other practical standards in order to be accredited as a Baby-Friendly Hospital.

”Our bank has a very strong social responsibility tradition and we believe that it is essential for us to actively engage in the communities where we do business. We are honoured to be in a partnership with UNICEF, helping us to achieve this once more. We encourage our customers to use the UNICEF affinity card. This means not only that their money is in good hands, but that they also contribute to a social project with a huge added value through donations the bank makes of its own resources for every transaction”, declared Anca Nuţă, Identity and Communication Director at UniCredit Țiriac Bank.

At the end of 2010, the Bank launched the first UNICEF affinity card in Romania. The UniCredit Țiriac Bank product targets all those who, when using the card to pay vendors, want to support UNICEF’s Baby-Friendly Hospital initiative. From its own earnings, UniCredit Ţiriac Bank donates to UNICEF 1% of the value of each UNICEF affinity card payment to vendors. In addition, the bank also transfers to UNICEF 50% of the UNICEF product package annual fee.

“We are glad to support the maternity facility at Bacău County Emergency Hospital in its effort to reach WHO and UNICEF international standards required to be designated baby-friendly. It is a constant endeavour that brings about benefits to mothers and babies and to the entire staff working here. I would like to thank UniCredit Ţiriac Bank for the constant support given to UNICEF so as to make Romanian maternities truly baby-friendly, and the bank’s customers who support breastfeeding promotion by using the UNICEF affinity card”, declared Voica Pop, Programme Specialist, UNICEF Romania.

“We want to give the best start in life to the children in the County of Bacău and to mothers the support they need so that they are able to offer better care to their children. We are also trying to reduce any discomfort that mothers and children could feel at the beginning of their journey together. Even with small things, gestures and attitudes. We thank both UniCredit Țiriac Bank for their financial support and UNICEF for their technical assistance which will enable Bacău Maternity to shortly become a Baby-Friendly Hospital”, declared Dan Stoica, Manager, Bacău County Emergency Hospital.

Actions to be implemented at Bacău Maternity through UNICEF-UniCredit Țiriac Bank partnership:
• Continuous training of trainers and of the entire staff for informing, educating and supporting mothers to start breastfeeding as early and to exclusively breastfeed their babies.
• Improving rooming-in conditions: Bacău Maternity has been included in the maternity hospital rehabilitation programme of the Ministry of Health and with support from Bacău County Council infrastructure refurbishment works have been carried out. After being set up, rooming-in wards will be equipped with furniture that is especially designed for Baby-Friendly Hospitals, with unique functionality and looks.
• Educating pregnant and postpartum women on child nutrition and care: a TV network will be set up in the wards and video materials will be offered. To support mothers, The Young Mother’s Guide will be distributed. Moreover, the staff will teach mothers how to take care of their baby.


Bacău Maternity is the third maternity to benefit from the UNICEF - UniCredit Ţiriac Bank partnership with the aim of receiving Baby-Friendly Hospital accreditation. At Bacău Maternity, approximately 3,000 babies are born each year.

Currently, in Romania, the Baby-Friendly Hospital Initiative includes 45 maternities, 31 of which have been designated baby-friendly. More than one third of Romanian children are born in these 45 maternities.

For more information about the Baby-Friendly Hospital status, breastfeeding benefits, and how you can support babies by using the UNICEF-UniCredit Ţiriac Bank affinity card, please go to the website

About UniCredit Tiriac Bank

UniCredit Tiriac Bank is part of UniCredit Group, the leading European bank with the widest network in Eastern and Central Europe, counting more than 3,900 subsidiaries. In Romania, UniCredit Ţiriac Bank is one of the leading financial institutions, providing top-quality services and products to all types of customers.
The Bank is committed to always keeping the customer central to everything it does, to being an easy-to-work-with partner and to actively engaging in the communities where it works.

UniCredit Group operates on the Romanian market also through its partners: UniCredit Leasing Corporation, UniCredit CA-IB Securities Romania, UniCredit CAIB Romania, UniCredit Insurance Broker, Pioneer Asset Management, UniCredit Consumer Financing (UCFin) and UniCredit Business Integrated Solutions (UBIS).


UNICEF is on the ground in Romania and over 150 countries and territories to help children survive and thrive, from early childhood through adolescence. 
In Romania, UNICEF supports child health and nutrition, quality education, and the protection of children from violence, neglect, and HIV/AIDS.  UNICEF is funded entirely by the voluntary contributions of individuals, businesses, foundations and governments.

• Codruța Hedeșiu, UNICEF Romania,,
• Raluca Dinu, UNICEF Romania,, 0744.786.809
• Mirela Romaneţ, Bacău County Emergency Hospital,, 0754.025.069




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