About Us

We’re the HelpMe Feed Foundation, a not-for-profit charity with a mission to improve global breastfeeding rates. We created HelpMe Feed, an app for Health Professionals that supports a new generation of parents with breastfeeding. With high quality videos, resources and communication features, HelpMe Feed offers a streamlined and secure way for busy health professionals to help more mothers than ever before.

HelpMe Feed supports the WHO International Code of Marketing of Breast-milk Substitutes (otherwise known as the WHO Code) and the WHO/UNICEF Baby Friendly Hospital Initiative.

Our Purpose

The research is clear. Exclusive breastfeeding for 6 months is the optimal way of feeding babies. After this, infants should receive complementary foods with continued breastfeeding up to 2 years of age or beyond.

Despite these facts, global breastfeeding rates are low. Even though many mothers start breastfeeding when their child is born, the numbers show that they stop early on, often due to a lack of support during the first challenging period.


Our Story

Our story began in 2014 when we saw an opportunity to improve women’s health through technology. Supported by the Australian Breastfeeding Association, we launched a 6 week trial of breastfeeding support technology using Google Glass. The trial resulted in 100% breastfeeding confidence for the parents and babies involved.

Around this time, we were joined by Karina Ayers, RN IBCLC. With 20+ years of lactation support experience, Karina knew that this technology could make a significant difference to maternal and infant health. It was a pivotal moment in the HelpMe Feed story.

Our Journey

After the success of the Google Glass trial, we turned our focus towards building an app that helps health professionals and community volunteers scale their breastfeeding support.

Working with our dedicated team of maternal health and technology experts, we carried out extensive research. The HelpMe Feed app is designed to help them support, stay secure and communicate.

The app will be launched in 2019.

HelpMe Feed App Team

Our international team combines diverse thinking with a shared passion for technology that makes an impact.


Maddy Sands

Project Lead

As HelpMe Feed project lead, Maddy is an integral part of the founding team. Known as an engaging presenter and media commentator she has lead presentations and workshops around the world. Maddy has been on the forefront of healthcare innovation for the past 10 years, focusing on using technology to improve lives. 



Karina Ayers

RN, RM, IBCLC - Head of Maternal Child Health

Karina has over 20 years of clinical experience in midwifery, child health, breastfeeding and lactation. She is driven to solve daily frustrations and preventable challenges families face caring for babies and young children. Using technology enabled care, research and best practice in a creative framework her goal is to involve families directly in their care.



Gary Reverol

Creative Director

Strategic creative leader with over ten years of experience and a record of developing interactive products and branded digital experiences for recognized brands. Gary has excellent experience developing design strategies, creating engaging user experiences, planning projects, managing teams and collaborating with development to provide compelling user experiences and a better overall design.




HelpMe Feed App Team


Danny Socolof Marketing Expert

Lindha Boberg Product Project Manager

Beth Barrett Communications Manager

Shefik Bey Usability Researcher

Tony Kerr Industrial Engineer - Polymath

Di Robinson Management Consultant


HelpMe Feed App US/AUS Advisory Team


Randee Bloom RN, MBA, PhD


Carey Lindeman Welcome Baby Care President, CEO

Shantha Bloemen International Communication, Policy and Advocacy Consultant

Seema Shah OB/GYN

Katie Howser IBCLC

Heather Fell Healthcare Consultant

Lesli Gould BA, IBCLC, CLE



Corporate Support


We envision a world where every baby is happy, healthy and flourishing.

Our mission is to enable parents and their communities to support breastfeeding usingsmart, modern, scalable technologies.

ABN: 97 626 589 179


HelpMe Feed Foundation Directors

Maddy Sands.png

Maddy Sands


Jillian Sands.png

Jillian Sands


Lucilla Colman.png

Lucilla Colman



Carrie Elton.png

Carrie Elton



Want to hear the latest from HelpMe Feed?

Rectangle 22.png