MUZAFFARABAD: Speakers at a workshop held here on Monday called for sustained and collaborative efforts to combat malnutrition in Azad Jammu and Kashmir (AJK), emphasising the critical role of media in advocating for maternal, child, and adolescent nutrition. The event was organised by Save the Children International, in collaboration with Unicef and the Nutrition Wing of the Ministry of National Health Services, to engage media professionals as advocates for advancing nutrition across the region. Speakers, including Mohammad Azam Kiani, National Project Manager, and Dr Yozan Shahid, Technical Adviser for Health & Nutrition from Save the Children, Dr Farooq Awan, Director Health Services, Dr Abdul Mateen Director Lady Health Workers Programme, and Aurangzeb Mughal, Coordinator Nutrition, from the AJK’s Health Department, presented alarming statistics from the National Nutrition Survey 2018. They underscored AJK’s dual burden of malnutrition—prevalent undernutrition (stunting, wasting, and underweight) alongside rising overnutrition (overweight and obesity). “Micronutrient deficiencies, such as vitamin D deficiency among 81.6% of women of reproductive age, anaemia among 53.5% of children under five, and vitamin A deficiency in 43.7% of children, are major hurdles to improving health outcomes,” explained Dr Shahid. Highlighting the media’s pivotal role, Shiza Hameed, Save the Children’s National Project Coordinator, said the initiative was aimed at empowering journalists and media professionals with the knowledge and skills necessary to report on nutrition issues effectively, influence public opinion, and hold policymakers accountable. “Media professionals must champion family-friendly policies, advocate for stricter enforcement of the Breast Milk Substitute (BMS) Act, and collaborate with healthcare organizations to amplify success stories and inspire behavioural change,” she urged. Journalists, including Abdul Wajid, Imtiaz Awan, Basharat Mughal, and Faiza Gillani, called for multi-sectoral collaboration to address malnutrition. They pointed out that due to the lack of specialized health reporters in AJK, critical health issues often remained underreported. “One correspondent often covers a wide range of topics, which limits the attention given to health-related problems,” said Mr Wajid. “Regular interaction and collaboration between media, health departments, and NGOs are crucial for raising awareness and driving timely action,” he added. The journalists stressed the need for workshops on ethical reporting, breastfeeding benefits, and the International Code of Marketing of Breast-milk Substitutes. Leading gynaecologists, including Dr Noshina Shabbir, Dr Maryam Awan, and Dr Shafaq, shared their experiences, urging policymakers and media professionals to consider practical challenges faced by healthcare providers and communities. “Contrary to misconceptions, gynaecologists do not prefer C-sections over normal deliveries. Our primary concern is always the health and safety of mothers and new-borns,” said Dr Shabbir. AJK’s Special Secretary Health, Mohammad Younus Mir, expressed his gratitude to Save the Children for holding the workshop and pledged his department’s commitment to implementing workable recommendations within available resources. “We will leave no stone unturned to address the pressing issue of malnutrition and improve maternal and child health in the region,” he affirmed.