ifeed: User-centred development of an online and mobile phone intervention to support infant feeding choice and confidence to sustain breastfeeding and/or safe formula feeding
Medical Research Council
Dr Naomi Bartle, Principal Investigator, Psychologist, Coventry University
Professor Katherine Brown, Co-Investigator, Health Psychologist, Coventry University
Professor Jeremy Dale, Co-Investigator, Warwick Medical School.
Susan Law, Co-Investigator, HLS Midwifery, Coventry University.
Dr Louise Moody, Co-Investigator, Art and Design, Coventry University
Dr Kajal Gokal, Research Associate, Coventry University
Kayleigh Kwah, Research Assistant, Coventry University
To develop a comprehensive intervention to help parents make informed and confident decisions about infant feeding, and to support sustained breastfeeding and safe and responsive bottle feeding
- Promotes breastfeeding without excluding those who do not wish to or cannot breastfeed
- Gives factual information for helping parents make their own decisions about infant feeding
- Promotes bonding and responsive feeding whichever method chosen(e.g. skin to skin, feeding on demand)
- Helps parents feel confident about feeding their babies
- Encourages optimal hygiene when preparing bottles (making up formula, or giving expressed milk)&
It is hoped to be a trusted resource for parents and health professionals.
Ifeed was launched in August 2018 to coincide with World Breastfeeding week. In the first week it had 800 views and was shared by organisations supporting mothers and babies across the UK and globally. We are currently seeking further feedback from parents about how the site influences their feeding choices and are preparing to evaluate the site for its influence on infant feeding behaviours.