Sands has been working with Tommy’s, Count the Kicks, representatives from the Royal Colleges of Midwives, and Obstetricians and Gynaecologists and organisations and midwives at the front line of communicating with women to develop information that will help pregnant women reduce their risk of stillbirth.

With women telling us they only want to know about things they can affect, the information is looking at the importance of going to antenatal appointments and booking early, lifestyle, changes in the pregnancy that should be discussed with a midwife, and reducing risk of infections linked with stillbirth. The aim is to give some background to the health information women get from lots of different sources, and make clear the link with stillbirth and early neonatal death.

A first draft of the information has been reviewed by 56 women through the Royal College of Obstetricians and Gynaecologists, and over 900 women have told us about the sources of information they rely on during pregnancy in a Bounty survey.

A second near-final version is being written, with the aim of finalising the information and having some creative ideas for campaigns in September.