About us Our Mission Kicks Count aims to reduce the UK's shockingly high stillbirth and neonatal death rate by raising awareness of baby’s movements. What are the UK’s stillbirth and neo-natal death rates? Sadly, the death of a baby isn’t rare. The UK ranks 33rd out of 35 high income countries, making it the 3rd highest stillbirth rate in the developed world. In 2015, the latest given statistics, around 9 babies were stillborn every day. In the same year, around 6 babies were lost to neonatal death every day. Around a third of stillbirths happen after 37 weeks, when the baby is deemed full term. Stillbirth is 10 times more common than cot death. Stillbirths account for more than half of the death of infants under one year in the UK and more babies die at, or just before, birth than they do from cot death, road deaths and meningitis combined. 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. Why are baby’s movements so important? Around half of women experiencing a stillbirth perceived a reduction in fetal movement prior to diagnosis. While there isn’t one cause of 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. 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 all lead to reduced movements and could be potentially fatal. 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. A ‘Kicks Count’ campaign in Norway saw the rates of stillbirth halved 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%. How do we do it? Midwife Resources – We provide free resources to midwives including leaflets, maternity note inserts, stickers, posters and banners Website – Our website is a valuable resource for up to date fetal movement and pregnancy information. All information on the site is intended to complement advice or information from your healthcare professional, not replace it. Social Media – Our popular social media channels allow us to reach 2 million people per week App – Our free mobile app helps women to keep track of their baby’s movements and identify a change in pattern Media – Articles in national press and online allow us to raise more awareness of Kicks Count and our work Businesses- We work with a number of businesses that help us reach their customers with our message.