Kicks Count aims to reduce the UK's high stillbirth and neonatal death rate by raising awareness of baby movements. Kicks Count started out in 2009 under the name Count the Kicks and changed to Kicks Count in 2016 following consultations with midwives.
While there isn't one cause of stillbirth, a decrease in baby's movements can be a key warning sign that a baby is in distress and 50% of mothers who had a stillbirth noticed slowing down of baby's movements beforehand (Efkarpidis et al, 2004). 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.
By raising awareness of baby's movements and encouraging mums to report any change in movement immediately, it is estimated that a third of stillbirths could be prevented (Sands, 2015). Kicks Count started out distributing leaflets with information about baby's movements and encouraging mums to be in a better position to report any reduction in movements. The movement information leaflets have been written in conjunction with the Department of Health, Public Health England, Tommy's, Sands and representatives from the Royal College of Obstetricians and Gynaecologists, and the Royal College of Midwives to ensure information given out by all the main organisations is consistent. The leaflets are also available to download in a number of other languages. Approximately 60 000 leaflets are sent to midwives across the UK every three months.
Celebrities and midwives join in the online #kicksstillcount campaign
Over the years, Kicks Count has followed the trend onto digital platforms. Its popular social media channels enable it to reach two million people a week. Within these social media channels are due in Facebook groups. These provide a safe, moderated space for mums to be able to chat online. The moderators ensure no misinformation is shared and all the information in the groups remains in line with NHS guidelines.
In order to help mums keep track of baby's movements, and therefore know when to report a change in movements, Kicks Count offers two helpful resources. The Kicks Count wristband is a non-digital way for mums to get to know their baby's pattern of movement. The silicone wristbands are embossed with numbers and have a plastic slider for mums to move every time they feel a session of movement. There is no set number of movements that all mums should feel-they should get to know their own baby's individual pattern.
Alongside this, Kicks Count developed a mobile app also designed to help women get to know their baby's regular pattern of movement. Unlike many other available apps, the Kicks Count app will not stop counting at 10. Mums-to-be have the option of registering to use the app. The benefit of this is that data is stored so should she change or lose her phone, she won't lose the data entered. This is an optional feature.
There is a graphs section within the app that will show the baby's movements over the last two, seven and 14 days. The graphs are designed to help gain an understanding of a baby's movements pattern. The app allows women to enter the details of their midwife so they can contact them if they have any concerns. It also has all the up-to-date information and advice on baby's movements. During the COVID-19 pandemic, the need for digital resources became more obvious. As women were attending fewer appointments in person, it was important for them to have access to online resources.
In addition to the online resources, Kicks Count began an online campaign called #kicksstillcount to highlight the importance of still reporting reduced movements during the pandemic. This campaign has been backed by celebrities such as Holly Willoughby and Kimberley Walsh, enabling it to have a wide social reach.