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The For Baby’s Sake Trust Launches New Initiative #MaternalHealthMatters

11th March 2024

We’re thrilled to support the launch of the #MaternalHealthMatters campaign with The For Baby’s Sake Trust. Together, we’re raising awareness for safer childbirth experiences.

The For Baby’s Sake Trust, a charity dedicated to breaking cycles of domestic abuse and giving babies the best start in life, launched their ‘Maternal Health Matters’ campaign yesterday, on Mother’s Day 2024. As maternal mortality rates in the UK reach a two-decade high (according to data from MBRRACE-UK), the Institute of Health Visiting, alongside Best Beginnings and St Michael’s Fellowship, is delighted to partner The For Baby’s Sake Trust in this campaign to advocate for practical action to ensure every parent feels safe, heard and supported, including the use of Emotional Safety Plans in every Maternity Unit across the country.

The ‘Maternal Health Matters’ campaign aims to raise awareness of the alarming rise in maternal mortality rates and offers solutions to the resounding calls of parents and professionals to feel heard. Central to the campaign is The For Baby’s Sake Trust’s Emotional Safety Plans, developed with Best Beginnings, which expectant parents (and family, friends and birth companions) can use to record what they need to feel emotionally safe before, during and after birth.

The campaign also emphasises a whole family approach and shines a light on the importance of providing emotional support to fathers and partners as they also go through the journey of pregnancy and parenting, with Emotional Safety Plans available for completion by anyone who needs them during pregnancy, birth and beyond.

Judith Rees, Director of Operations at The For Baby’s Sake Trust, said:

“The Emotional Safety Plan tool is for anyone preparing for the birth of a baby. You can use it to record what you may need to feel safe emotionally and how midwives and other professionals can be supportive by their words, actions and making sure you feel heard.  It is especially useful for those who have had difficult or traumatic experiences in the past, or on the way to becoming a parent.”

Alongside the Emotional Safety Plans for parents, The For Baby’s Sake Trust has also developed tools to support the emotional health of midwives and other professionals on the front line, in response to the pressure on maternity and perinatal services. The Trust implores that the dedication and care of those on the front line cannot be underestimated, and it is vital that they receive the emotional support they need.

Alison Morton, CEO of the Institute of Health Visiting said:

“Having a baby is life changing – and we know that the journey through pregnancy, birth and beyond can include a rollercoaster of emotions as mothers, fathers and co-parents navigate the ups and downs along the way. Everyone’s experience is unique. For some, domestic abuse and trauma can make parenting much harder, harming the lives of so many. We are therefore delighted to partner with The For Baby’s Sake Trust on their campaign for emotional safety planning to be part of routine care before, during and after the birth, alongside their wider work to break the cycle of domestic abuse”.

The ‘Maternal Health Matters’ campaign runs from Mother’s Day 2024 until World Health Day on 17 April 2024. To learn more, please head to

All the Emotional Safety Plan templates and guidance for parents and professionals, plus the animated film can be accessed here.

Maternal Health Matters webinar

There will be a FREE webinar on 16 April 2024 from 3pm–4pm, hosted by The For Baby’s Sake Trust team and a range of other speakers.

Join the webinar to hear influential voices in the maternal health and birth trauma space together, and guide professionals and parents through the Emotional Safety Plan tools.

Join the conversation