This is 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 will be although 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.