An awareness rally taken out at Jawaharlal Institute of Postgraduate Medical Education and Research (Jipmer) marked the launch of a series of awareness activities as part of World Breastfeeding Week 2026. The theme for WBW 2026 is “Breastfeeding for a Sustainable Start in Life: Strengthen What Works.” The programme is being organized by the Nursing Department, College of Nursing, in collaboration with the Departments of Neonatology, Paediatrics, and Obstetrics and Gynaecology, Jipmer from August 1 to 7. Saga Vinodkumar, medical superintendent, Jipmer and B. Adhisivam, professor, Department of Neonatology, emphasised that breastfeeding provides the best nutrition for infants, protects them against infections, supports healthy growth and development, and offers long-term health benefits for both mother and child. They also highlighted the need for collective efforts from healthcare providers, families, and the community to create a supportive environment that enables every mother to breastfeed successfully.