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Midland DHBs set to launch free breastfeeding app

Media release - 6 August 2015

Breastfeeding and pregnant women will soon have useful tips and advice at their fingertips with the launch of a new, free, breastfeeding app.

The Midland Maternity Action Group (MMAG), a clinical network of the Midland District Health Boards, developed the app in response to feedback from a 2013 study* which identified a need to harness smart phones to provide new mothers with user-friendly advice.

Written by experienced midwife, lactation consultant and Baby Friendly Hospital Initiative coordinator, Karen Palmer, the app provides simple, consumer-focused information, alongside illustrations, photos, video clips, web links, and personal stories.

“The aim of the app is to support and encourage women with their breastfeeding whenever and wherever they may need it. It’s the perfect tool for today’s mothers,” Karen Palmer says.

“Most breastfeeding mums have smart phones and are used to having access to information at the tap of a screen so an app designed just for them was a logical step.”

While the app has been authored by Karen Palmer, she says its development has been collaborative, involving valuable input from mothers and utilising the expertise of other midwives, lactation consultants and an obstetrician. Throughout its development the needs of women who are breastfeeding has been paramount for framing the content.

“Feedback suggests women will find it a useful tool to help establish and maintain breastfeeding, ultimately lifting breastfeeding rates around the region.” Karen Palmer says.

The first phase of the app (covering pregnancy and birth, the first few days and early weeks) will be launched in late August, with the second phase (covering breastfeeding the older baby, twins, early babies and answering common questions) following soon after.

Currently pitched for birthing women within Midland, by virtue of the internet it will be available free to all women within NZ.

For more information in the first instance contact
Clare Bayly
Phone 027 499 8862

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Last updated : Thursday, August 30, 2018

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