At Kicks Count, our mission is simple but vital: to raise awareness of baby movements and reduce stillbirths. Every day, our resources empower families and save lives. But right now, our website urgently needs an upgrade.

A strong, modern website isn’t just a “nice to have.” It’s essential:

• Clarity and trust for donors: People want to see exactly where their donation is going. With a new site, supporters will be able to choose the projects that matter most to them and see the difference their gift makes.

• A more meaningful way to give in memory: Too many families know the pain of losing a baby. We want to create a special space where donations in memory can be honoured properly, giving families a lasting tribute while funding vital awareness work.

• Life-saving information at parents’ fingertips: Pregnant women need quick, clear access to guidance on baby movements. If our website is slow, confusing, or out of date, it risks delaying the information that could save a baby’s life.

• Visibility where it matters most: When an expectant parent is worried about their baby’s movements, they turn to Google. Our website must rank highly in search results so families find the right information fast. A strong site helps us appear above misleading advice, making sure parents get trusted, evidence-based guidance straight away.

A major new study has found that over half of Google search results about reduced baby movements contain misinformation, much of it from commercial websites in the US. 

Elizabeth Hutton, CEO of Kicks Count, said:

“This research confirms what we’ve known for years: the internet is full of myths that put babies’ lives at risk. Babies do not slow down at the end of pregnancy, and there is no ‘safe number of kicks’. Any change in your baby’s movements must be checked by a midwife straight away. At Kicks Count, we work tirelessly to give families the right message and it’s vital that every pregnant person knows where to turn for accurate advice.”

Key Findings from the Study

• 53.6% of webpages contained misinformation about reduced fetal movements.

• The most common false claims were:

  • Advice to do a kick count (49.5%)

  • Suggesting a set number of kicks indicates the baby is well (43.2%)

  • Ways to “stimulate” movement, such as eating or drinking (25%)

    Anne-Marie Farrell Google RFM m…

• UK and Irish public health websites (including NHS pages) were far more accurate, but appeared less frequently in search results than misleading commercial sites.

Kicks Count provides clear, evidence-based information, endorsed by clinicians, to help parents recognise when to seek medical care. It is more important than ever that the website is clear, findable, searchable and up to date. 

We need your help to make this vision a reality. A donation towards our new website 

• Save lives by giving families better access to critical information.

• Provide transparency and choice for supporters.

• Offer a compassionate way to remember babies who are no longer here.

Every pound brings us closer to launching a website that is worthy of the families who rely on us.