SHARJAH, 11th December, 2024 (WAM) -- In the presence of Sheikha Bodour bint Sultan Al Qasimi, the Honorary President of the Breastfeeding Friends Society (PFF), an affiliate of the Health Promotion Department of the Supreme Council for Family Affairs in Sharjah, the Society held a special celebration at Sharjah Ladies Club to mark its silver jubilee and launch its new brand identity.
The rebranding reflects the entity’s sincere efforts in supporting mothers and babies and its vision to improve their physical and psychological well-being, while the new logo embodies the Society’s mission.
Sheikha Bodour bint Sultan Al Qasimi said, “The Silver Jubilee is a celebration of the longevity of the Breastfeeding Friends Society and its enduring impact on families and communities. For 25 years, it has been a beacon of compassion and understanding, giving mothers unstinting support and promoting the profound bond between them and their children. The new brand identity represents more than a visual change—it symbolises a renewed commitment to empowering women, strengthening families, and ensuring future generations grow in health, love, and security.”
Khawla Al Noman, Chairperson of the Breastfeeding Friends Society expressed her thanks to H.H. Sheikha Jawaher bint Mohammed Al Qasimi, Chairperson of the Supreme Council for Family Affairs (SCFA) for her continued support to the Society and all the initiatives and programmes that aim to improve community health. Al Noman also thanked Sheikha Bodour bint Sultan Al Qasimi for attending the ceremony and supporting the society.
During the ceremony, Al Noman highlighted the Society’s achievements over 25 years, showcasing its mission of providing sustainable health and raising mothers and community awareness about breastfeeding, proper nutrition, and maternal and child health through programmes and services delivered by experts in accordance with global health standards and practices with aims to build a healthy society.
In 2016, the Breastfeeding Friends Society won first place in the Sharjah Award for Voluntary Work in the category of the best NGO for the establishment of voluntary opportunities and in the Arabia CSR Awards 2022, in the partnerships and collaborations category.
The Society saw the graduation of 328 breastfeeding counsellors since 2004. It provided sale and rental services to breastfeeding equipment to 13,500 beneficiaries since 2002 and 15, 400 consultations since 2006. Since its establishment, 400 volunteers joined the society, making a positive impact on its journey. BFF received a certificated of appreciation from The World Alliance for Breastfeeding Action (WABA) 4 times in a raw from 2021 to 2024.
During the ceremony, partners, sponsors, supporters, members of the Breastfeeding Friends Society's board of directors, founders and volunteers were honoured in appreciation of their efforts in supporting the Society’s journey over the past years in making a qualitative shift in community support for maternal and child health.