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Tommy’s launches ‘midwife’ Alexa skill to alleviate expectant parents’ pandemic anxiety

WPP-owned media agency Mindshare and pregnancy charity Tommy’s have stepped up to the plate to help alleviate anxiety among expectant parents, concerned about potential complications arising from childbirth during the coronavirus pandemic.

Tommy’s Midwife Voice Skill is an automated tool available for Amazon and Google-enabled smartphones and speakers, equipped with all the answers to questions from worried expectant mums stuck in lockdown.

Designed to provide reassurance on issues relating to antenatal depression, parental leave and morning sickness, the free resource offers evidence-based factual responses to general queries, with serious issues being referred to the NHS.

Charlotte Ince, strategy director at Mindshare, said: “Tommy’s is already known as a vital source of credible, midwife-approved information, but we were aware that us creating yet more pregnancy advice content wouldn’t necessarily help people find the answer to their specific question and could add to the swathes of information causing them anxiety. Therefore, we challenged ourselves to make the means of delivering our advice part of the solution to maternal anxiety – not a contributor.”

Sarah Siguine, head of pregnancy information at Tommy’s, added: “Tommy’s Midwife is a voice skill here to help answer (almost) any question that people have about pregnancy, labour and birth. Users can ask about their physical health and any symptoms or complications they may experience.

“The skill also provides lifestyle recommendations such as diet and exercise tips, as well as practical information on topics like maternity leave, pain relief and handling morning sickness. Tommy’s Midwife can offer reassurance and signpost where to find further support. We’re proud to have worked with Mindshare to develop this Skill and we’re confident it’ll extend our ability to support women during such an important – and often overwhelming – phase of their lives.”

Drawing its responses from the latest government and health service advice, the app spans the entire pregnancy journey from planning to postnatal care.

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