Supporting breastfeeding journeys through a culturally grounded digital tool: Evaluation of the māmā aroha app in Aotearoa New Zealand
1
School of Health Sciences, Massey University, Palmerston North, New Zealand
2
Director, Mama Aroha, Tairawhiti, New Zealand
3
Research Lead, Hāpai Te Hauora Māori Public Health, Auckland, New Zealand
Popul. Med. 2026;8(Supplement Supplement 1):
ABSTRACT
BACKGROUND:
Breastfeeding support is a critical component of maternal and child health, yet many Indigenous mothers experience barriers to culturally safe and accessible care. Māmā Aroha is a free breastfeeding support app developed in Aotearoa New Zealand to sustain breastfeeding practices and strengthen outcomes for Māori whānau (families). The app evolved from the original Māmā Aroha talk cards, created by Māori midwife Amy Wray as a visual resource supporting whānau-centred breastfeeding kōrero in practice. Developed through collaboration involving māmā, health practitioners, academics, breastfeeding experts, and midwives, the app integrates visual learning tools, te reo Māori (Māori language), and culturally resonant content. This poster presents findings from the development and evaluation of Māmā Aroha as an example of Indigenous-led maternal health innovation relevant to advancing equity in breastfeeding support internationally.
METHODS:
The evaluation was guided by a kaupapa Māori research framework, ensuring Indigenous values and whānau voices remained central. A mixed-methods approach included surveys, interviews, and app analytics. Participants were Māori mothers, whānau members, and health professionals such as midwives and lactation consultants. Data explored user experiences, engagement, and practitioner perspectives on integrating the app into breastfeeding support.
RESULTS:
Māmā Aroha strengthened mothers’ confidence and breastfeeding knowledge through accessible, culturally resonant information. Whānau reported feeling empowered by content reflecting Māori values, language, and visual storytelling. Engagement was high, with over 15,000 downloads and most access occurring via mobile devices. Health professionals valued the app as a practical tool supporting consistent messaging, enhancing practitioner–mother communication, and facilitating culturally safe care. Feedback highlighted opportunities for refinement, including clearer navigation and expanded clinical content.
CONCLUSIONS:
Māmā Aroha demonstrates the potential of culturally safe digital tools to enhance breastfeeding support and address inequities in maternal and child health. Indigenous-led, whānau-centred innovations can extend care beyond clinical settings, enhance relationships, and promote equitable breastfeeding outcomes.
Breastfeeding support is a critical component of maternal and child health, yet many Indigenous mothers experience barriers to culturally safe and accessible care. Māmā Aroha is a free breastfeeding support app developed in Aotearoa New Zealand to sustain breastfeeding practices and strengthen outcomes for Māori whānau (families). The app evolved from the original Māmā Aroha talk cards, created by Māori midwife Amy Wray as a visual resource supporting whānau-centred breastfeeding kōrero in practice. Developed through collaboration involving māmā, health practitioners, academics, breastfeeding experts, and midwives, the app integrates visual learning tools, te reo Māori (Māori language), and culturally resonant content. This poster presents findings from the development and evaluation of Māmā Aroha as an example of Indigenous-led maternal health innovation relevant to advancing equity in breastfeeding support internationally.
METHODS:
The evaluation was guided by a kaupapa Māori research framework, ensuring Indigenous values and whānau voices remained central. A mixed-methods approach included surveys, interviews, and app analytics. Participants were Māori mothers, whānau members, and health professionals such as midwives and lactation consultants. Data explored user experiences, engagement, and practitioner perspectives on integrating the app into breastfeeding support.
RESULTS:
Māmā Aroha strengthened mothers’ confidence and breastfeeding knowledge through accessible, culturally resonant information. Whānau reported feeling empowered by content reflecting Māori values, language, and visual storytelling. Engagement was high, with over 15,000 downloads and most access occurring via mobile devices. Health professionals valued the app as a practical tool supporting consistent messaging, enhancing practitioner–mother communication, and facilitating culturally safe care. Feedback highlighted opportunities for refinement, including clearer navigation and expanded clinical content.
CONCLUSIONS:
Māmā Aroha demonstrates the potential of culturally safe digital tools to enhance breastfeeding support and address inequities in maternal and child health. Indigenous-led, whānau-centred innovations can extend care beyond clinical settings, enhance relationships, and promote equitable breastfeeding outcomes.
| eISSN: | 2654-1459 |
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