Breastfeeding Friend from Start4Life

Start4Life has launched a new campaign illustrating the suite of digital support tools available to support mums through their first weeks of breastfeeding and beyond.

As part of the range of support, a new 24/7 Breastfeeding Friend from Start4Life will be available via Amazon Alexa’s voice search service. The new service is in addition to the interactive Start4life Breastfeeding Friend chatbot, accessed through Facebook Messenger, which launched last year, and the Start4Life website

Breastfeeding provides all the nutrition a baby needs for the first six months and also helps build a strong emotional bond between a mum and her baby. Breast milk also helps boost a baby’s ability to fight illness and infection by passing on the mother’s immune defences. Babies who are not breastfed are more likely to get diarrhoea and respiratory infections.

It is not uncommon for mums to experience challenges with breastfeeding and these problems can often be unanticipated, meaning that when they occur mums can tend to give up and instead switch to formula feeding. Breastfeeding rates suggest that just 44% of mothers are still breastfeeding at 6-8 weeks. 

Breastfeeding is something that a mother and her baby learn together, and getting the right support can help enable mums to breastfeed for longer. The addition of the ‘Breastfeeding Friend from Start4Life’ to the range of support from Start4Life will help to provide clarity and advice on breastfeeding and support mothers 24/7.

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