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A breastfeeding app. For dads.


The Milk Man smartphone app is an app designed specifically for men about breastfeeding and early parenting. It aims to get men thinking and talking about breastfeeding and getting ready to be a dad.

The app provides a space for men to talk to each other, delivers time-specific information and provides a complete library of evidence based information – all delivered in a quirky, fun format.

The app uses engagement strategies including gamification, social connectivity and push notifications and has been developed and tested with members of the target group, and with experts in the field.

The Milk Man app has been developed by PhD candidate Becky White, who will evaluate the impact and efficacy of the app through questionnaire data, as well as analytics.
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