The lives of millions of children in the developing world could be saved if governments rebalance health spending to ensure provision of such low-cost, simple interventions as better nutrition and skilled birth attendants - that even the poorest countries could implement.

A new report from international humanitarian agency World Vision calls on governments to focus on bolstering family and community-level health interventions, some of which cost as little as 30 cents*.

World Vision, which is launching a new global advocacy campaign Child Health Now in 100 countries, warns that such life-saving solutions as hand washing with soap, adequate nutrition and bed nets are a priority for too few leaders.

"It's not acceptable that more than 24,000 children are dying every day, most from preventable causes such as diarrhoea, pneumonia, childbirth complications and malaria," says Kevin Jenkins, World Vision International President and CEO.

"This is more than just a problem facing the developing world. It's a 'silent' emergency. And it is, I believe, the greatest child rights violation of our time.

"Our experience has demonstrated that effective health care - through simple, preventive, cost-effective measures - is a leading factor in community development.

"Yet most health spending does not go to prevent the biggest child killers, which are diarrhoea and pneumonia, or on basic essentials like clean, safe water, sanitation and nutritious food."

Mr Jenkins added, "It is politics, not poverty that is killing these children. The politicians have made many promises, but the truth is that saving mothers and children from death is simply not a priority."

World Vision, which works with children and communities in almost 100 countries, is making a significant financial commitment to health in its own programmes of US$1.5 billion over the next five years. The agency aims to ensure that government leaders deliver on their commitments to reduce child mortality by two-thirds by 2015 - equal to six million children's lives saved each year**.

World Vision's report points to the experience of several low income countries† that, through a mix of high-level political commitment and focused policies, have made substantial cuts in child deaths, demonstrating that progress can be made, even in the most resource-constrained contexts.

Equally, the experience of countries such as Burkina Faso, which since 1990 have gone backwards or stalled, testified that business as usual will not achieve results. With the hunger crisis, droughts and flood threats facing countries like Ethiopia and India, addressing life-or-death issues of children's health is even more urgent for governments.

ENDS

For more information contact Geraldine Ryerson-Cruz in New York on +1.202.615.2608 or Michael Arunga in Nairobi on +254-737-700302.

For an interview with Kevin Jenkins contact Jan Butter on +44 (0)7827 938780.

Notes to editor *30 US cents is the cost of an oral rehydration sachet made up salt, sugar and essential nutrients that can prevent a child from dying from diarrhoea. **United Nation's Millennium Development Goal 4: Reduce Child Mortality - "Reduce by two-thirds, between 1990 and 2015, the under-five mortality rate." †Malawi, for example, has almost halved its under-five mortality from 210 in 1990 to 111 in 2007. It did this with increased resources and donor harmonisation (one plan) and by increasing: the number of women delivered by a skilled attendant to 60%, immunisation coverage to 99%, coverage of Vitamin A to 86%, the community management of pneumonia, food security and community therapeutic feeding, promotion of exclusive breastfeeding (now 57%), and the number of trained and supported health workers. World Vision estimates that that a comprehensive package of family and community care alone could prevent 2.5million child deaths a year. As many as six million children could be saved yearly by combining these approaches with ensuring more strategic allocation of resources to support more formal health systems and structures. Key child health core interventions include: adequate warmth for the child, exclusive breastfeeding, early identification of asphyxia and home-based resuscitation techniques, clean birthing practices and hand washing, cord care, early identification of infection and referral, and effective complementary feeding, vitamin A & zinc, hand washing, clean water, oral rehydration salts, hygienic food preparation, early identification and referral, insecticide treated bed nets, wound treatment, and better nutrition. Key maternal interventions: later marriage and birth spacing, iron folate and calcium supplements, insecticide treated nets to reduce malaria, clean birth practices and hand washing of mother and birth attendant, peer support of mother, immediate breastfeeding to reduce bleeding, strategies to reduce delays in obtaining treatment. World Vision is a Christian relief, development and advocacy organisation dedicated to working with children, families and communities in around 100 countries to overcome poverty and injustice. Motivated by our Christian faith, we serve all people regardless of religion, race, gender or ethnicity.