CAN you imagine blokes lactating in the boardroom? Or having to express their milk at the office?
The idea is conveyed in a clever Youtube campaign to promote an award-winning breast pump which uses water to create a more comfortable and efficient process.
Mother of three young boys Janica Alvarez wanted to provide breast milk to her baby when she returned to work full-time.
But she struggled to find a pump that was easy to use, comfortable and discreet. More so she found out pumping technology itself had not evolved in decades.
She relayed her frustrations to her husband Jeff, a medical device engineer. He took apart her breast pump late one night in their garage and realised things could be done much better.
Using an idea from a surgical process, the Smart Pump by Naya is the first in a lineup of design-centric, user-friendly health products engineered to make life easier for women and families.
We caught up with Jeff at CES 2017 in Las Vegas, who explained how it works.
"It' uses fluid to create a silicon mouth at the breast and that mouth actually feels very much like the mouth of your baby when you're breastfeeding.
"It expands and contracts, creating the suction and compression needed for milk expression.
"It's very efficient in terms of its capabilities of producing milk.
The device also connects with a smartphone which you can use to track production of milk and how much the baby is drinking.
The US-made device, which is hospital grade and comes in its own bag with rechargeable battery sells for around $US1000