NEW technology is helping mums in the region to breastfeed.

A ‘Breastfeeding Friend’ has been developed, providing round-the-clock help and advice.

The technology is available free on digital platforms such as Facebook Messenger, but also through Amazon Alexa’s voice service.

Mothers can ask Alexa a variety of questions and the answers will be tailored to the age of the baby.

The Breastfeeding Friend has been created by Public Health England’s Start4Life programme.

Its launch comes after a survey found that more than a quarter of mums felt embarrassed about seeking help with breastfeeding from healthcare professionals.

Almost two-thirds believed that access to 24/7 support, such as a phone line or website, would mean new mothers were more likely to have a positive experience of breastfeeding.

Public Health England (PHE) recommends exclusive breastfeeding for about the first six months of a baby’s life.

It says breastfeeding boosts a baby’s ability to fight illness and infection, and lowers a mother’s risk of breast cancer.

It adds that babies who are not breastfed are more likely to get diarrhoea and chest infections.

Corinne Harvey, for PHE in Yorkshire and the Humber, welcomes the introduction of the Breastfeeding Friend.

“It is a great tool for mums who are looking for help and advice about breastfeeding at any time – day or night,” she said.

“Many mothers can find breastfeeding challenging and often this may cause them to give up.

“Support can make a real difference to successful breastfeeding, which is why we’ve developed a suite of digital support services – to complement other sources of help like health professionals, fellow mums and families.”

Whilst research shows that almost three-quarters of women start breastfeeding when their child is born, this drops to just 44 per cent when the baby reaches six to eight weeks.

England has among the lowest breastfeeding rates in the world.

Viv Bennett, chief nurse at PHE, said: “Breastfeeding – whilst natural – is something that mothers and babies learn together and while they are learning, women may have questions and setbacks.

“We are working with health professionals to ensure women are not embarrassed and receive timely help.

“The health professionals do an excellent job of caring for new mothers, but they cannot be available 24/7, which is where our Breastfeeding Friend is designed to help.

“This tool, together with the range of support materials from Start4Life, can provide breastfeeding advice at any time of night or day and support mothers and their partners and families through challenges they may face.”

For more details, visit nhs.uk/start4life.