Our Story

We are women and men working together with a shared vision to build confident parents around the globe.

Our story began with a challenge in 2014.  How could we use the latest in wearable technology with Google Glass to support new mothers learning breastfeeding?  In Australia a successful beta trial was run, connecting mothers with community volunteers.

In 2015 a group formed, dedicated to build a global version of the parent support program.  This new program and app supports healthcare professionals with digital, how-to-guides, tele-health tools and daily feedback. The project has been developed as a social enterprise and supports families and organisations around the world.

2018 the HelpMe Feed Foundation was created with a mission to enable parents and their communities to support breastfeeding using smart, modern, and accessible technologies.

About The Team

The Help Me Feed Project was founded by an award-winning team of global health and technology experts to bridge the gap between traditional face-to-face support and digital information.


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. 


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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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