The COVID-19 pandemic prevented many mothers from accessing vital support for breastfeeding issues, which led to some mums having to stop breastfeeding earlier than they had wanted. Computer graphics and animation expert Dr Chen Mao Davies, who was part of the visual effects team for films such as Gravity and Blade Runner 2049, founded Femtech company LatchAid after confronting her own difficulties with breastfeeding.
Dr Chen has revolutionised breastfeeding and motherhood support using innovation and empathy. The app uses interactive 3D animations, an AI-powered virtual supporter, virtual peer support groups and online ‘live’ experts to provide 24/7 breastfeeding and early parenthood support while offering emotional support.
LatchAid is being prescribed by 12 NHS trusts and the HCRG Care Group for a six-month pilot. If successful, the app developed in Gloucestershire could be prescribed for free across the UK. It currently has active users from 84 countries across six continents and reached the top 30 in the medical category amongst 150,000 health apps at app stores.
The app’s development forms part of a £550 million COVID-19 rapid investment programme by UK Research and Innovation (UKRI) – the largest public funder of research and development in the UK. The diversity of UKRI-funded projects is vast – from the world’s first COVID-19 treatments and vaccines to projects that help us understand and mitigate the impact of the pandemic on our economy, environment, education, arts sector and mental health. This funding builds on decades of public investment and research expertise which have provided the backbone to our national COVID-19 response.
LatchAid’s founder Dr Chen Mao Davies comments: “Sadly, 90% of women give up breastfeeding before they want to because of physical, emotional pain, and poor support. Unsuccessful breastfeeding is costing $1bn per day globally. LatchAid is an award-winning Femtech start-up using cutting-edge 3D interactive technology and Artificial Intelligence to support women through their breastfeeding and motherhood journey 24/7.”