An alarming new study has revealed that two in five mothers (39.7%) in Sharjah resort to artificial milk formula upon their return to work after childbirth. This staggering statistic adds renewed urgency to the push for breastfeeding awareness, being driven by the Sharjah Baby Friendly Emirate Campaign. What will alarm the campaign organizers even more is the fact that this percentage is dangerously close to half - meaning that if drastic steps are not taken, there could eventually be more babies on artificial rather than natural milk. Dr Hessa Khalfan Al Ghazal, Director of the Executive Committee for the Sharjah Baby Friendly Emirate Campaign, voiced her concerns: \"The revelation that almost half of our emirate\'s babies are on artificial formula gives us renewed urgency to step up our efforts. But rather than simply criticize mothers who use formula, we are turning the negatives into positives, by encouraging them to find a healthy balance between formula and breastfeeding.\" In this vein, the Sharjah Baby Friendly Emirate Campaign has embarked on an unbiased awareness drive that enlightens mothers on the disadvantages of formula, and weighs them against the perceived advantages in a fair, non-judgmental manner. Among the main reasons why mothers use formula is the fact that it is perceived as a time-saving alternative for busy women who are constantly on the go. However, it has been scientifically proven that if anything, formula consumes even more time, as compared to breastfeeding. This is because it entails intensive cleaning (before and after feeding), sterilization of nipples and the actual preparation. From a cost perspective, breastfeeding is obviously free, while formulas can be quite costly - particularly ready-made formulas and specialty varieties like soy or hypoallergenic formulas. Speaking from a health standpoint, Dr Hessa Khalfan Al Ghazal added that formulas have been conclusively proved to have significant shortcomings: \"Despite the billions spent in research by giant conglomerates, technology still has not found a way to surpass Mother Nature. Breast-milk is still superior to formula in its health benefits, primarily due to its vital antibodies. Furthermore, formula-fed babies are known to be more susceptible to gas and bowel problems.\" However, Dr Al Ghazal stressed that the campaign would continue to give helpful safety tips regarding formula. These include disposing of any formula that has been outside the fridge for over an hour, or left over by the baby. Another potentially life-saving tip is to always warm bottles prior to feeding, and to never under any circumstances use a microwave to heat formula. The Sharjah Baby-Friendly Emirate campaign was initiated under the generous patronage of Sheikha Budoor bint Sultan Al Qassimi, Chairperson of the Sharjah Investment and Development Authority (Shurooq), President of the Campaign and Honorary President of the Breastfeeding Friends Association. It was launched last March under the slogan \"The right start for a better future\".