About Kicks Count

Kicks Count is dedicated to reducing the UK's high rates of stillbirth and neonatal death by raising awareness of baby movements.

Understanding Stillbirth and Neonatal Death

Stillbirth is the leading cause of death between 24 weeks pregnant (when a baby is viable) to 4 years of age. It is 15 times more common than SIDS, covid, meningitis, sepsis, transport deaths and drowning COMBINED. The majority of mothers that have a stillbirth notice a reduction in baby's movements beforehand. Raising awareness of baby's movements could prevent a third of stillbirths.

The Importance of Monitoring Baby's Movements

A key warning sign of a baby in distress is a decrease in movements. When a baby is deprived of oxygen, they will slow their movements to conserve it. About 50% of mothers who experienced a stillbirth noticed a reduction in their baby’s movements beforehand. Early detection and immediate reporting of any changes in movement can potentially prevent a third of stillbirths.

The Confidential Enquiry into Stillbirths and Deaths in Infancy highlighted that a lack of prompt response to reduced fetal movement was a significant factor in stillbirth cases.

Proven Impact of Awareness Campaigns

In Norway, a ‘Kicks Count’ campaign halved the stillbirth rate, and a similar awareness initiative in the UK during the 1980s reduced sudden infant death rates by 70%. Raising awareness about baby movements and encouraging immediate reporting of any changes can make a significant difference.

How Kicks Count Makes a Difference

• Distributing leaflets, posters and banners through hospitals and community settings. Community settings are particularly important as we need to reach parents who aren't accessing antenatal care Our free mobile app that allows parents to keep track of their baby's movements and contact their maternity unit straight from the app.  Our website that provides up to date information on baby's movements. This is particularly import as so many websites have incorrect information and these appear high on google searches. We need to appear ahead of these websites so people get the right information  Wristbands that help parents keep track of baby's movements. Our goal is to be able to distribute these free to parents so they are accessible for all. Projects such as our reducing racial inequalities project and rainbow project. Black women are twice as likely to experience a stillbirth than White women so we have a targeted campaign to ensure Black women have access to the information. Our rainbow project helps support pregnant parents following a previous loss  Community campaigns. Teenagers and people from deprived areas are less likely to access antenatal care for a variety of reasons. We aim to target campaigns in particular areas to ensure everyone has access to the information  Social Media. Parenting research found 33% of parents are now heavily reliant on social media for parenting advice, we need to counteract the misinformation shared on social media by influencers and other parents.

Does it work? 

"I truly believe the Kicks Count campaign saved my baby. I will be forever grateful for the leaflets and information given to me and the posters in the hospital waiting areas I saw while waiting for my appointments."

Kicks Count Success Stories