When you're a new mum, there can be a lot of pressure when it comes to breastfeeding - as well as everything else! It's normal to be nervous and to wonder where you might turn to if you're in need of advice or a helping hand when you're starting out. It's also totally normal for mothers to experience a few unanticipated setbacks with breastfeeding, and to feel like they may want to stop trying as a result.
But, if you're starting out, struggling and want something that could help, for World Breastfeeding Week, Public Health England’s Start4Life programme has launched a 24/7 'Breastfeeding Friend' on Google Assistant and Google Home. Currently breastfeeding rates in England are amongst the lowest in the world.
Evidence shows the right support helps mothers to breastfeed for longer. A recent survey from Start4Life found that 42% of breastfeeding mothers wish they had known that breastfeeding may not come easy at first, but getting support and advice can really help. When mums reflected on breastfeeding, the survey also illustrated that 26% wish they had known that asking for help breastfeeding can make a real difference and almost 1 in 4 (24%) wish they had known that there is lots of help and support from breastfeeding groups, other parents and online.
The 24/7 Breastfeeding Friend has been developed to provide friendly advice to mums who have questions and need support with breastfeeding at any point day or night. The tool is voice activated on Google Home and Google Assistant, meaning mothers can get NHS-approved advice and daily breastfeeding tips in the moment and when they may have their hands full. The 24/7 Breastfeeding Friend is also available on Amazon Alexa and Facebook Messenger.
Anyone with a smartphone can download the Google Assistant app for free and say “Hey Google, talk to Breastfeeding Friend” to access the service. Those with a Google Home device can download the Google Home app for free and say “Hey Google, talk to Breastfeeding Friend” to access the service - it was developed to complement support from health professionals and breastfeeding specialists by guiding new mums through their first weeks of breastfeeding and providing help whenever they might need it.
The new service is in addition to a relaunched Start4Life website, the Start4Life breastfeeding leaflet and the Start4Life Information Service for Parents which provides tailored emails to new and expectant parents.
