Feed Safe
Helping breastfeeding mothers to make informed decisions about alcohol
Our Partners
Feed Safe is one of Australia’s most successful mobile health initiatives. Used by hundreds of thousands of mothers, it is often cited as an exemplar of collaborative, multi-disciplenary health promotion.
Partnering with trusted experts
New mothers often ask whether they can safely have an occasional alcoholic drink while breastfeeding. The NHMRC provides advice on this subject, and a method for calculating when it’s safe to do so. Until 2014, this information was only accessible via a paper brochure or online PDF.
The Australian Breastfeeding Association is Australia’s most trusted source of breastfeeding information and support. We partnered with them, and noted breastfeeding researcher Dr Roslyn Giglia, to make this information and calculation tool more accurate and readily accessible.
Precisely designed; precisely fit for purpose
Feed Safe features a clean, functional design that has stood the test of time. Like all good apps, Feed Safe does just a few things, and does them very well. Information and support options are clearly laid out, and the key timer function is accessed with a single tap.
User Experience (UX) design is central in every Reach HPI project. The best UX is UX you don’t even notice; the app does its job quickly and intuitively, and gets out of the way. Feed Safe has succeeded because the app’s interface is precisely designed with its core purpose in mind.
An Australian success story
Feed Safe has been downloaded more than 250,000 times, and been used more than 2.5 million times. In the week it was released Feed Safe was the second most downloaded health and fitness app in Australia.
Over the years we have heard from hundreds of Australian mothers, thanking us for making this tool available, and helping them to make informed decisions.
Links
Elsewhere
If you’re an organisation based outside of Australia/New Zealand and would like to access Feed Safe for evaluation purposes, contact us.
Website
Visit the Feed Safe website
A recognised name
Feed Safe is such a recognised app for new mothers, that it was name-dropped by Audrey, the protagonist of the delightful ABC comedy The Letdown.
Publications and presentations
Feed Safe was validated with end users before launch, and the partnership model in which it was built has also been the subject of peer reviewed discussion. Feed Safe is often cited as an example of an effective, collaborative mHealth intervention.
Smartphone technology brings alcohol and breastfeeding not the mainstream
R. Giglia, CW Binns, B. White, Community Child Health Nurses WA Conference, (Rottnest, Perth) August 2014