The UK also has among the worst rates of maternal death in the developed world.The stillbirth rate in England and Wales is 4.5 per 1000 births. This means that approximately 1 in 200 pregnancies will result in the death of the baby before or during labour (after 24 weeks gestation). Additionally, around 1 in 400 babies (neonates) die before 28 days.

Our Chance aims to engage parents, particularly those in higher risk groups, and empower them with the knowledge and confidence they need to have healthier pregnancies By being aware of the symptoms of possible complications, however rare, and knowing what steps can be taken to reduce risks, including lifestyle changes, parents will be able to maximise their chances of healthier outcomes.

What is the campaign?

At the heart of the campaign are 24 informative, engaging, short (2 to 4 minute) films featuring young mothers and healthcare professionals sharing their stories and experiences and also an intro film explaining what the campaign

is all about. The films cover a range of topics including the following:

  • The importance of antenatal appointments
  • Gestational diabetes
  • Pre-eclampsia, and ICP (Intrahepatic Cholestasis of Pregnancy)
  • The importance of seeking help if you notice reduced fetal movement or bleeding in pregnancy
  • The importance of not smoking and drinking,
  • The importance of maternal mental health and what to expect after the birth.

The Our Chance films have been developed in collaboration with many stakeholders and parents and undergone the same rigorous review process as the other films in the Baby Buddy app. As with all the films in Baby Buddy, the 24 Our Chance films have been approved by RCOG, RCM, RCPCH, RCSLT, the Faculty of Public Health and the Department of Health. NHS England, PHE and other stakeholders have also approved the Our Chance films.

Having knowledge and awareness of what to look out for as soon as you are pregnant, allows for early identification of potential problems, and timely intervention and management allowing for a much greater chance of healthy outcomes for mother and baby.  Learning about how to be safer in pregnancy before conception is ideal, particularly in developing a healthier lifestyle and in relation to diet, smoking and drinking which can negatively impact outcomes from conception.

We want people to be better informed and equipped with the facts rather than myths. We want all women of any age to feel empowered to make healthy decisions for themselves and their babies and to have the confidence to seek help when they feel things aren’t right.

All Our chance safer pregnancy videos can be found in Baby Buddy or can be found on the Our Chance Youtube channel.