Power of the First Hour

Abstract

In 2012, the NGO Save the Children launched its No Child Born to Die campaign with the tagline, “Breastfeeding Saves Lives.” The press release explains that in the first hours and days after a baby is born, their mother produces colostrum, a substance known to improve immunity, which must be delivered to infants in the first sixty minutes of life; this is referred to as “the power of the first hour.” Invoking a sense of urgency and a crisis of infant mortality, which breastfeeding is positioned to resolve, the campaign cites staggering medical statistics of infant deaths in the campaign targets of Africa, Asia and Latin America, and also Northern Indigenous and Inuit reserves in Canada. More than misrepresenting racialized women in the developed world as uneducated on infant health, childcare and child rearing and as lacking agency and empowerment, the campaign mobilizes the erroneous conflation of medical science, morality, capitalism and public health – a linkage typically mobilized by the development industry to the detriment of globally marginalized women. In order to understand how this conflation is mobilized to manufacture crisis at the expense of examining the root causes of infant mortality globally, we collect theories of crisis temporalities to develop a “feminist politics of crisis.”