Mothers and families worldwide do not know the benefits of practicing skin-to-skin contact and immediate breastfeeding. During the first hour of life, skin-to-skin contact, and immediate breastfeeding have immense health and emotional benefits; it is a natural and intuitive behaviour. In Canada, 25 percent of women stop breastfeeding before their infant is one month old, and exclusive breastfeeding at 6 months is 21.4 percent.

For community health workers focused on maternal and child health, we provide The Magic Hour of Life to convey messages promoting skin-to-skin contact and immediate breastfeeding. This innovative solution translates the latest scientific information to friendly messages plus educational tools that facilitate a learning experience for mothers and communities.

The Magic Hour of Life is a learning experience that aims to improve breastfeeding rates and boost health, emotional and social benefits. We support the right of mothers and babies to be together in skin-to-skin contact during the first 60 minutes or more after childbirth and to start immediate breastfeeding. We aim to convey messages on The Magic Hour of Life as the best start to pregnant women and their families, permitting them to follow health informed decisions. We work for community health workers – midwives, doulas, community nutritionists and nurses, health educators and teachers to serve Canadian women and families.