To raise awareness of the need for improved bereavement care for parents who have a stillborn child. 17 babies are stillborn or suffer neonatal death (when a baby dies within 28 days of birth) every day in the UK, but hospitals have little or no bereavement training for staff.
The film is primarily aimed at midwives and care staff in the 300+ maternity units throughout the UK. It is also designed to raise awareness of the incidence of stillbirth in the UK and the experience suffered by parents. The launch of the film gained national media coverage and is now being used by Child Bereavement UK in classroom training sessions for midwives and care staff.
MEASURES OF IMPACT AND EFFECTIVENESS
1. Raise stillbirth awareness
2. Distribution amongst midwives
The film gained national media exposure including The Mail on Sunday, ITV Daybreak, ITV Lunchtime News and sparked a widespread debate via social media sites – especially YouTube, with 17,000 unique views in the first four weeks with many heartfelt comments on its impact