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.



A wellness focused approach backed by evidence-based science.

  • A platform available anytime, anywhere.
  • Communication and support tools - messaging and video consultations.
  • Step-by-step guides
  • Professional development courses.
  • Enterprise level security- HIPPA compliant.


Support you can trust, when ever you need it.

  • 24/7 support
  • Customized for every baby and family's unique needs.
  • Video based with step-by-step guides for breastfeeding and newborn care.
  • A secure link to health professionals.


Build and grow trusted relationships with families while also building your reputation with health professionals.

  • Make a bigger difference in families' lives. Use evidence-based research and best practice advice to build trust.
  • Personalize your approach. Connect to people in ways that speak to their unique circumstances.
  • Make every investment and effort go further. Build your reputation with health professionals and parents.
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.


Kathy Phelan


Kathy specializes in discovering and applying new technologies to improve productivity and effectiveness by using cloud technologies, wearables, and mobile devices. With a background PhD research in health public policy and holding a portfolio of international technology patents, Kathy is passionate about using new technologies to understand and explain complex concepts in health, science and medicine.

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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.


Maddy Sands

Data Visualization and Research


As Head of Research and Data Visualization, Madeline Sands is an integral part of Small World’s founding team.Known as an engaging presenter and media commentator, Madeline has led healthcare innovation workshops and training around the globe.


Tony Kerr

Industrial Designer

An Engineer with over 25 years experience in diverse areas from designing aircraft parts to testing submarine communications systems, 3D printing, Electronics and CAD design.
An innovator with an eye on the rapidly changing fields of science and technology.



Professional Advisory

Randee Bloom, RN, MBA, PhD

Jan Barger, RN, MA, IBCLC, FILCA

Barbara Osher, BSN, IBCLC

Carey Lindeman, Welcome Baby Care President, CEO

Shantha Bloemen, International Communication, Policy and Advocacy Consultant

Parent Advisory

Gemma Dargue (Mother of Macy and Freddy)

Amy Godfrey (Mother of Mischa, Harry and Jimmy)