In 2016 Best Beginnings, together with SANDS, launched the Our Chance safer pregnancy campaign, supported by the Department of Health and NHS England.

The campaign was designed to complement the wider maternity transformation programme focusing on reducing by 50 percent in 2030, the rate of babies dying during pregnancy birth and the first year of life, as well as the rates of maternal death (among the highest in the west).

The campaign was launched by the former Secretary of State for Health Rt. Hon. Jeremy Hunt, in October 2016 and ran for three months. Its 25 key safety and well-being messages were promoted alongside campaigns covering specific pregnancy and parenting issues during the same period to galvanise an increase in self awareness and self efficacy.

Evaluations of Our Chance Campaign