Kicks Count is collaborating with US Charity PUSH for empowered pregnancy on an innovative project called the Internet Scrub Initiative. This project involves conducting a thorough audit of online content related to fetal movement to ensure the information presented is accurate and free of dangerous misinformation.  

Kicks Count conducted a similar project in 2014 focusing on UK organisations. While companies were receptive and the advice was up to date for UK companies, as these organisations get new staff writers, old wives tales and outdated information have crept back in.

It has also become apparent that the majority of search results returned come from US organisations. By partnering with PUSH, Kicks Count ensures the initiative has an international scope, leveraging the expertise and reach of both organizations to improve global standards in prenatal education

The initiative addresses a critical gap in public health communication: misinformation about fetal movement can lead to delayed or inadequate responses to potential signs of distress during pregnancy, increasing the risk of preventable stillbirth.  

The project involves:  

Comprehensive Content Review: Scouring websites, blogs, forums, and social media platforms to identify pages discussing fetal movement.  

Accuracy Assessment: Evaluating the information against evidence-based guidelines and clinical recommendations to ensure accuracy.

Identifying Misinformation: Highlighting and addressing dangerous advice or myths that could mislead parents.  
Collaborative Advocacy: Working with content creators, healthcare providers, and organizations to correct misinformation and promote accurate resources.  

 Together, they aim to empower parents with reliable information and contribute to the ongoing fight to end preventable stillbirth.