The benchmark description provides a good definition of the term “champion”. Champions are non-governmental, high-level advocates or influential individuals. These are people who are well known, easily recognized and whose opinions are both respected and generate advocacy. They must have been seen at least 3 times within the year promoting breastfeeding.
Champions need to meet the criteria specified in the description and their level of influence should be considered by the BBF country committees.
For example, if someone uses hashtags and/or messages attached to photos at least 3 times in a year, that person would be considered a champion promoting breastfeeding. Alternatively, if someone posts photos 20 times a year but with no messages, that would also be considered a champion. However, if someone posts 3 photos a year without any hashtags or messages, this person would not be considered. On the rare occasion where there is a major symbolic gesture made by an extremely significant, influential person, then that person can be considered a champion. An example of this is Pope Francis' vocal support of breastfeeding.
“Effective” means the strategy is operational: it was strategically implemented and has generated support for breastfeeding protection, promotion and support. To meet major progress (3), the strategy must be operational.
Mexico defined effective to mean that at least one of the advocacy goals was accomplished. Effectiveness can be measured this way or most likely the BBF country committee will need to define it themselves. To determine effectiveness, annual reports from advocacy groups can be evaluated.