About Us

Our Mission
Our aim is to lower the UK’s stillbirth and neonatal death rate by raising awareness of baby’s movements in pregnancy. A baby’s movements indicate its wellbeing and a reduction in fetal movement can be a key warning sign that the baby is in distress. By recognising a change in movement and reporting it to their healthcare professional Mums can help ensure the healthy delivery of their baby

The UK has the third worst stillbirth rate in the developed world, currently ranking 33 out of 35 similar high income countries and currently more babies die in the womb or first week of life than they do from Cot death, road deaths and meningitis combined. While there isn’t one solution to reducing stillbirth, a decrease in fetal movement is a key warning sign that the baby is struggling in the womb and early delivery could save nearly a third of stillborn babies. The Confidential Enquiry into Stillbirths and Deaths in Infancy found that lack of prompt management to reduced fetal movement was a contributing factor to stillbirth.

The charity produces leaflets with important information about baby’s movements, antenatal note stickers and kick counting wristbands to help mums keep track of baby’s movements and encourages them to contact their midwife or antenatal ward if they notice any change in their baby’s regular pattern of movement.  They exhibit at all the major baby shows to get the message out to mums about the importance of baby’s movements.

A similar campaign in Norway saw the rates of stillbirth drop by 33% and in the UK a similar awareness campaign in the 1980’s around cot death saw rates of sudden infant deaths fall by a massive 70%.

The money raised through fundraising helps pay for the leaflets and stickers that get the life saving information out. Awareness saves lives.

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Facts and Figures

Get all the facts and figures relating to stillbirth and Kicks Count

Facts and Figures

Name Change

On the 26th January 2016 we changed our name from Count the Kicks to Kicks Count.

This was an important step for us and reflects feedback we have had over the years from Midwives and healthcare professionals. Some midwives told us that the name felt like it was advocating the Count to 10 method, even though the information we provided was to get to know the baby’s regular pattern of movement. By changing the name we hope to clarify our message and help us to reach more expectant parents with our advice on baby movement.

Kicks Count advocates the importance of understanding a baby’s movement patterns during pregnancy and we want to ensure that pregnant women understand our advice clearly. All the information in our leaflets has been written in conjunction with Department of Health, Public Health England, Tommys, Sands and representatives from RCOG and RCM.

Our key message is, and always has been, that there is no set number of kicks or movements that expectant mums should expect to feel.

The current rate of stillbirth in the UK is one of the worst in the developed world with 16 stillborn and neonatal deaths every single day. The UK Government has recently pledged to cut this figure by half. Kicks Count fully supports this ambition and will continue to campaign until stillbirths become a rarity in the UK.

Our new web address is kickscount.org.uk although countthekicks.org.uk will continue to redirect to this site indefinitely. This means that any literature or products still in circulation with the old web address will continue to give the most up to date and relevant advice. Our facebook page has also changed over to kicks count.

Where we began
Kicks Count was set up in 2009 as Count the Kicks by Sophia Wyatt following the stillbirth of her daughter Chloe following reduced movement. Determined to ensure more mums did not experience this tragedy, Count the kicks was set up to educate mums on the importance of a baby’s movements and to help them work with healthcare professionals to bring home a healthy baby. In 2016, the name was changed to Kicks Count.

Read Chloe's story

Contact us

You can contact us by Post, email or on social media.

Contact Details


The trustees of our charity are Julie Rae, Barry Davies, Danielle Guettier and Helen Mallison. You can find out more about our trustees on the Trustees page

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Our Team
You can find out more about our team here

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We are delighted to have been honoured with many awards, and although the biggest reward is the babies we save it is always nice to be recognised for our work