b'team. Fathers valued the information within the library. However, some wanted it to be extended beyond just breastfeeding to other early parenting subjects. Gamification was valued by some, but may benefit from refinement. The push notifications were effective in encouraging engagement. It also appears that the Milk Man app encouraged fathers to discuss breastfeeding topics with their partners.The paper doesnt report on the effectiveness of the app in relation to breastfeeding outcomes but does demonstrate that fathers will interact with a breastfeeding app. Current research highlights the importance of fathers in breastfeeding outcomes. Providing breastfeeding informationBreastfeeding Information and Research collects case and support through an app such as Milk Man and havingstudies and uses them to prepare papers on issues about fathers engage in information seeking about breastfeedingwhich there is little other literature available, or to answer could well have a positive impact on breastfeeding outcomes.questions from health professionals, mothers or Australian The next stage of the research project will explore this further. Breastfeeding Association counsellors who meet related Full references available from the Editor on request. Pleasesituations. Please, if you have an interesting story, write it email: essence@breastfeeding.asn.au up. The more case studies we have, the more useful they can be. Many areas of breastfeeding management are poorly researched due to practical difficulties and ethical concerns.In World Breastfeeding Week, ABA released its own app,If you allow us to use your case history, it may be the Mum2Mum. This is a whole new way for ABA to providebasis of a paper, or be part of a compilation of case studies, Australian families with support and information, ator be quoted in a paper on a relevant topic. All personal the touch of their fingertips. Have you downloadedidentifying details such as names will be removed or Mum2Mum yet? It is now available in the App Store andchanged to preserve your privacy. Contact us on: bir@Google Play. breastfeeding.asn.au if you are interested.ABA celebrates a social media milestoneI n September this year ABA was extremely close toWe also want to say thank you to YOU, our many followers reaching 100,000 likes on Facebook. This is a hugeand supporters, for helping us spread the word and reach milestone for the organisation, with so many mothersnew mothers every single day. ABA is dedicated to providing now turning to social media for breastfeeding and parentinginformation and support when mums need it most, which is support. why its so important that we continue to reach new mums as To assist us in reaching our 100k milestone and to celebratethey navigate through their breastfeeding journeys. We were this massive achievement, ABA ran a social media campaign.blown away by the enthusiastic response to this campaign, With the help of our incredible supporters Aromababy,and look forward to continuing to grow our online community.Bambooty and Queen Bee Maternity Wear, we were able to offer a fantastic giveaway to three lucky followers across 3Stay connected to weeks. We asked our followers to spread the word about ABAABA on Facebook, by tagging a mum friend or family member in a post on ABAsInstagram and Twitter: Facebook page. The prizes were valued at $250, so it was nowww.facebook.com/surprise that each week the posts attracted hundreds, if notozbreastfeedingthousands, of comments! www.instagram.com/By the end of the campaign we were thrilled to haveozbreastfeedingreached our 100k target. A huge thank you must go out towww.twitter.com/Aromababy, Bambooty and Queen Bee Maternity Wear forozbreastfeedingtheir generous giveaways, and for their ongoing support of ABA. To learn more about our wonderful supporters, please visit: www.breastfeeding.asn.au/aboutaba/sponsors.December 2019Australian Breastfeeding Association | Essence |31'