mum breastfeeding Alexa
  1. WM
  2. /
  3. work
  4. /
  5. Public Health Englan...

Public Health England Breastfeeding Friend

England has among the lowest rates of breastfeeding in the world. Public Health England was looking to find a solution that could deliver breastfeeding advice whenever mums needed it. We created the Breastfeeding Friend, the UK’s first bespoke breastfeeding voice assistant, which was so successful it is now the Amazon Echo’s default answer to any breastfeeding query.
AMAZON / CONTENT / HEALTH / MEDIA WEEK AWARDS / PUBLIC HEALTH ENGLAND / TECHNOLOGY / UK / VOICE

THE CHALLENGE

England has among the lowest rates of breastfeeding in the world. Only 44% of mums are still breastfeeding after 8 weeks and at six months just 1% of babies are wholly breastfed. Increasing breastfeeding would have tangible societal benefits, reducing the load on the NHS from reductions in childhood infections and breast cancer. But when mums struggle to breastfeed, they can worry that baby isn’t getting enough milk, so switch to bottle.

OUR SOLUTION

We set about creating the ‘Start4Life Breastfeeding Friend’ – the UK’s first bespoke breastfeeding voice assistant to run on connected home and mobile devices. Voice is new, so we wanted to be absolutely sure that what we were creating would work as a fully scalable solution. Insight fuelled the content: to ensure the Breastfeeding Friend could answer mothers’ most pressing questions, we analysed both search data and data from Breastfeeding Friend chatbot to identify and prioritise the most frequent queries. Insight was also critical in getting the delivery right; once the initial version was built we created a beta-testing partnership with the UK’s largest website for mums – Mumsnet- to get instant feedback from new breastfeeding mums to allow us to evolve accordingly. The beta-test revealed that in the heat of the moment, new breastfeeding mums found Alexa’s robotic voice irritating, with a less-than reassuring tone. We consequently ran extensive casting to find the perfect voice – suggesting a friendly, caring and reassuring midwife.

DELIVERING RESULTS

Breastfeeding Friend has become Amazon Echo’s default answer to any breastfeeding query, meaning that that any generic questions on breastfeeding will be answered by the voice assistant we have built.

  • 86% of BFF Alexa and Assistant users found the information provided useful
  • 80% of BFF Alexa and Assistant users said they would use the BFF again
  • 79% of BFF Alexa and Assistant users said they would recommend the BFF to another breastfeeding mother

%
WOULD RECOMMEND TO ANOTHER MOTHER

RECOGNITION

This work has a Media Week Award for Best Research Insight.
share this
Copied!
Share