About Us

The HelpMe Feed Foundation is a not-for-profit charity with a mission to increase breastfeeding rates by using smart, scalable technologies.

Respect for all women's feeding choices is at the heart of our work. We’re here to be a positive influence in the breastfeeding journey by strengthening community support and providing access to real-time care and education.

Thanks to the support of a passionate international team of researchers, designers and IBLCE certified lactation specialists and volunteers, the HelpMe Feed vision is fast becoming a reality.

HelpMe Feed supports the WHO International Code of Marketing of Breast Milk Substitutes and the WHO/UNICEF Baby Friendly Hospital Initiative.


Our Story

In 2014, Karina Ayers RN, IBCLC was at a lactation conference in Melbourne when a morning TV feature caught her eye.

On the screen, 26 year old technologist Madeline Sands, an Australian based in Silicon Valley, was presenting her new breastfeeding support technology using Google Glass.

“I’ve been based in the tech industry in Silicon Valley for over 5 years and the lack of effort and resources put into women’s health has always frustrated me. - Madeline Sands, Director

With the support of the Australian Breastfeeding Association, Madeline had recently launched a 6 week beta trial which had resulted in 100% breastfeeding confidence for the parents and babies involved.

“With the advent of new technology, I wanted to see how we could supplement the information mothers received from nurses, in a way that was simple, practical and based on the latest science and best practice.” - Karina Ayers IBCLC

With 20+ years of lactation support experience, Karina had knew this technology marked an important shift. She immediately got in touch with Madeline to express her interest in supporting the project. It was a pivotal moment in the HelpMe Feed story.

The group was aligned on their mission to increase the rate of exclusive breastfeeding up to 6 months of life.

In 2015 the group turned their focus to building an app that helps health professionals scale their breastfeeding support to help more moms and babies globally.

About The 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 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


US/AUS Advisory


Randee Bloom RN, MBA, PhD


Barbara Osher BSN, IBCLC

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



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