Mums-to-be urged to call their midwife in new campaign

Shahana Khalid, a Rochdale midwife at The Pennine Acute Trust, featured on one of the campaign posters

Pregnant women are being encouraged to contact their local community midwife as soon as they know they are pregnant in a new NHS campaign launched by The Pennine Acute Hospitals NHS Trust and NHS Heywood, Middleton and Rochdale Clinical Commissioning Group (NHS HMR CCG)

The ‘Direct to Midwife’ campaign is being rolled out across Rochdale borough this month, led by local midwives from Rochdale Infirmary.

The campaign aims to encourage mums-to-be to contact their midwife as a first point of contact to access advice and antenatal care more quickly to help ensure a healthy pregnancy.

By calling 01706 517223, women can choose to speak to a local midwife as soon as they know they are pregnant. On calling the new service, women will be put in touch with the team of community midwives closest to where they live to set up an appointment.

The launch of the new campaign has been planned to coincide with the announcement that the BBC’s popular 1950s period drama, ‘Call the Midwife’, which will broadcast its first Christmas episode on Christmas Day evening. The second series of the drama is planned to air in January and February. The local NHS hopes that the TV drama and local campaign will remind pregnant women to call their local midwife as soon as possible.

According to figures from NHS HMR CCG, last year one in five pregnant women (20%) in Rochdale borough had not been seen by a midwife or healthcare professional within the first 12 weeks of pregnancy.

In an antenatal public survey carried out by the NHS Greater Manchester Children’s Network last year, 57.8% of women didn’t know they could contact their midwife rather than their GP. Over two-thirds of women (66.2%) surveyed said they would recommend contacting their midwife during pregnancy, with 20% saying they didn’t know that they could.

The campaign, which launched this week at Rochdale Infirmary, has been designed and developed with the help of a small group of Rochdale midwives and a number of local mums-to-be. Many of the staff and women are featured in photographs as part of the campaign’s printed marketing material, which include posters, flyers and local bus adverts.

Midwives are highly visible health professionals within the community. Many are based in local children's centres and health centres, which makes them easier to access.

Shahana Khalid, a Rochdale midwife at The Pennine Acute Trust which runs Rochdale Infirmary and The Royal Oldham Hospital, said: “The first 6-12 weeks of your pregnancy are an important time for your baby’s development. The earlier you are seen by a midwife, the sooner we can check that everything is alright for both of you. We also discuss options for your care and antenatal screening, and generally offer support to you and your partner or family.

"The care which is provided by Rochdale midwives is available to pregnant women before, during and after the birth of their babies. Our priorities remain your comfort and safety as you look forward to the birth of your baby.”

Laura Taylor, another Rochdale midwife featured in the campaign, added: “This is very much a local campaign aimed at pregnant women across the Rochdale borough.

"We hope our new telephone service and information will encourage women to call their midwife as soon as they know they are pregnant to access our advice and antenatal care quickly, to help ensure a healthy pregnancy and a healthy baby. 

“We encourage woman to speak to a midwife as soon as they know as it is better to do it earlier rather than later. We hope the message gets out widely to as many expectant women and their families as possible because we are here to help and offer support.

“Our services have developed significantly since the 1950s but our team of midwives are still very much part of the local community and we take great pride in supporting women and families throughout their pregnancy.”

The Trust’s new  maternity unit and facilities at The Royal Oldham Hospital provide services for women from Rochdale borough, Oldham and surrounding areas.

All routine maternity appointments and scans continue to take place at home or in the community; at Rochdale Infirmary including the antenatal clinic and new antenatal day assessment unit; North Manchester General Hospital and Fairfield General Hospital.

Women can still access routine healthcare from their GP during their pregnancy. Direct to Midwife complements other community services and is the first number to call if you think you are pregnant.

For more information call 01706 517223 or go to www.pat.nhs.uk/directtomidwife

If you already have a telephone number for your midwife – please continue to use this number.