The 1st hour-Save one million Babies! Initiation of breastfeeding within the 1st hour of birth is the first and most vital step towards reducing infant and under-five mortality, by reducing the overwhelmingly high neonatal mortality rate. Save ONE million babies – beginning with one action, one hour support and one message: beginning breastfeeding within the 1st hour of birth! Click Here for more information on World Breastfeeding week 2007. With a hyper link to www.worldbreastfeedingweek.org World Breastfeeding week is 1-7 August 2007.