Our Charitable Mission

Kicks Count is a UK registered charity that aims to empower mums to be with knowledge and confidence throughout their pregnancy.

A baby’s movement indicate its wellbeing and by understanding their baby, mums can be empowered to trust their instincts and ensure the healthy delivery of their baby.


The charity was initially called Count the Kicks and was set up in 2009 by Sophia Wyatt following the stillbirth of her daughter Chloe. The name of the charity changed to Kicks Count in January 2016, but our important message and mission to reduce preventable stillbirth remains the same.

Determined to ensure more mums did not experience this tragedy, Sophia wanted 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.


Our overall mission is to reduce stillbirth in the UK, which has the second worst stillbirth rate in the developed world. In the UK in 2015, one in every 227 births was a stillbirth, and there were 3,434 stillbirths in total. That’s around nine babies stillborn every day. 


There is a common misconception that stillbirths only happen in high risk pregnancies or when there is a known problem. However, stillbirth can affect any mum at any time.

While there isn’t one solution to reducing stillbirth, a decrease in fetal movement can be a key warning sign that a baby is in distress 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.

We are determined to ensure that all pregnant woman are:

  • aware of how important their babies movements are
  • aware of the most up-to-date recommendations for monitoring movement
  • trust their instincts
  • aware of the dangers of using a home doppler for reassurance
  • confident to speak to a medical professional if they have any concerns during their pregnancy

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%.

While presenting at the NHS England Saving Babies’ Lives conference Dr Matthew Jolly said of fetal movement – “it is our duty to give people the material facts” and we couldn’t agree more.

How will Kicks Count help?

Stillbirth is a massive umbrella and while there isn’t one solution to reducing the rates, a decrease in fetal movement is a key warning sign that a baby could be struggling in the womb. The majority of mums that have suffered a stillbirth report retrospectively that they did notice a change in movement. The awareness created by Kicks Count will ensure that mums know how important their baby’s movements are.

When the baby is being deprived of oxygen he or she will slow their movements to conserve oxygen. Cord compression, a failing placenta, or a high intake of smoke may also lead to reduced movements and could be potentially fatal. It is important that people know that there are also harmless reasons for a reduction in movement and baby’s are usually found to be OK, however, it’s vital that all potential reasons for the change in movement are ruled out.

What do Kicks Count do?

We raise awareness in as many ways as we possibly can! In a nutshell, we produce literature with information regarding fetal movement, which is distributed by midwives across the UK.  We also attend Midwifery Conferences to reach out to medical professionals, attend Baby Shows to reach as many mums as possible, build awareness using media and are involved in studies relating to fetal movement.