A new app will offer Preston mums access to 24-hour breastfeeding tips.

New mums and mums to be across Lancashire can now use a premium version of LatchAid, made available under a pilot scheme until 4 February 2022.

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Residents will have three months of access via a token provided by either their health visitor, their children and family wellbeing service officer, or their families and babies breastfeeding peer support worker.

Midwives in the central, north and west areas of Lancashire can also provide access tokens.

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County Councillor Michael Green, cabinet member for health and wellbeing at Lancashire County Council, said: “Breastfeeding has significant health benefits for mum and baby.

“Breast milk is perfectly designed for your child and can protect them from infections and diseases. It’s also proven to benefit a mother’s health and can help to strengthen the bond between them and their child.

“We’re keen to do all we can to encourage breastfeeding, and this new app is an important part of the support we offer.

“The app makes it easy to use and is interactive. The information is available 24 hours a day, seven days a week, making it convenient for busy parents.

“We’re keen to use digital technology like this to improve people’s wellbeing and make Lancashire a healthier county.”

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LatchAid uses the latest interactive 3D imaging and AI technology to help mums learn vital breastfeeding skills 24 hours a day and allows users to connect to others for additional support.

The app is currently available on Apple iPhones, but its creators are also in discussions to make the app available to Android users.

Rachael Anderton, a public health practitioner, added: “Breastfeeding can be tricky and daunting, especially in the early days. Women may have lots of questions and need advice on anything from feeding positions to expectations.

“The new app makes it easy with a mixture of interactive features, pictures and videos based on computer-generated images.

“People can ask the virtual bot about any aspect of breastfeeding 24 hours a day. For more complex issues, the app will connect you to your local breastfeeding support service or health care professional. You can also talk to other mums to share ideas and support each other.

“This pilot programme complements the other infant feeding services we currently offer, including our health visitors and peer support services, which we deliver in partnership with Virgin Care and Families and Babies.”

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For more information, search for LatchAid on the Apple App Store.

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