“…Secondary to the short, medium and long-term benefits that increased breastfeeding confers on individual and population health (4), we believe that an intervention that increased breastfeeding 3-fold at 1 month and exclusivity 1.8-fold at 3 months deserves some consideration in the commentary of the results. This behavior change component of the Baby Buddy app has been considered in relation to the COM-B framework and the behavior change wheel (BCW) and aligns well (5,6). Video content related to breastfeeding focuses on developing capability through enhancing both skills and knowledge, drivers of motivation both automatic and reflective and physical and social opportunities to breastfeed.…”