Philips Avent launches postpartum support platform featuring Gina Rodriguez

Philips (NYSE: PHG) Avent launched a new SMS-based support tool, called Share the Care Connector, designed to help mothers organize and communicate with their support network during the postpartum period, the company announced today.

Share the Care Connector makes it easier for moms to communicate the support they need without the additional emotion and logistical burden of coordinating support, the company said.

“Though every mom’s needs differ, most want support, making it essential for the village to “Share the Care” to better support moms so they can prioritize their well-being and self-care too,” the company said in a news release.

Users can invite friends, family, neighbors and other supporters to “their village.” Moms can customize support preferences, such as identifying the types of help they need most and choosing a “Most Valuable Villager” to help coordinate care.

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Share the Care Connector also sends personalized SMS messages with suggestions to “villagers” about meal drops, errands, emotional check-ins and small moments of support. Ultimately, moms stay in control, deciding when support begins, who’s included and what information gets shared.

Philips Avent partnered with actress, producer and mom Gina Rodriguez to launch the new product. Rodriguez’s encouragement, tips and video messages are featured throughout the Share the Care Connector experience, the company said.

The tool was developed after Philips Avent partnered with March of Dimes to survey over 2,400 adults, including 592 moms with children younger than 3 in the United States, to understand the invisible workload and needs of new parents.

The survey revealed that 9 in 10 people are willing to help new parents, while 62 percent of moms said asking for support is difficult. Moms who responded to the survey reported struggling with isolation, decision fatigue and a lack of personal time during the postpartum period, despite survey respondents reporting they’re willing to help.

“For decades, Philips Avent has supported parents through trusted feeding and baby care innovations, but we know that caring for baby starts by caring for mom,” Philips North America Mother & Childcare Regional Business Unit Leader Brenda Kapner said. “The Philips Avent Share the Care Connector is designed to help moms activate their support network and empower those around mom to confidently step in with the support she is looking for, whether that’s with giving her a few hours for herself, helping with mealtime or a friendly message.”