Personal and Safe campaign

We are reviewing and updating these webpages to reflect the current work of the maternity and neonatal programme.

Personal and Safe campaign: How can you help deliver Personal and Safe maternity care for all women?

In 2016, The National Maternity Review: Better Births set out a vision for maternity services across England to become safer and more personalised.

Across England, maternity teams have been working exceptionally hard to implement this vision by working in new ways, such as continuity of carer, and implementing new safety initiatives such as the saving babies lives care bundle, to improve care standards and outcomes for women, babies and their families, and delivering against the national ambition to halve the number of stillbirths, neonatal and maternal deaths and brain injuries by 2030.

Commitments in the NHS Long Term Plan have confirmed that the vision in Better Births will be further reinforced into the future, we recognise we have more to do, and everybody is keen to make the most of this once in a life time investment into maternity services. To support important conversations with the workforce and to help maintain the enthusiasm locally, we have created a suite of new materials for Local Maternity Systems (LMS), Systems Leaders, clinical leaders, Trusts, and multi-disciplinary maternity teams to support progress on the transformation journey, to raise awareness of the Better Births vision, why it is important, and practical action that can be taken to achieve this vision.

These materials have been developed around four core principles:

  • Delivering safe care
  • Delivering personal care
  • Delivering Continuity of Carer to achieve safe and personalised outcomes
  • Achieving equity, to deliver personal and safe outcomes to all

The materials can be used in a number of ways, including as posters for the staff room or tea point; as PowerPoint presentation slides; as pop-up banners for events; as aides for staff recruitment; or simply as conversation starters with your team or your local Maternity Voices Partnerships.


These materials are yours to use as you wish. Use them to present new initiatives, to explain the evidence behind new ways of working, and to galvanize the conversation about improving care and outcomes for women and their families.

We hope that you will share them with your colleagues and with other Trusts, in person and on social media. We hope they help to reinvigorate the conversation Around delivering Better Births, and to spread the word about the amazing work that is already taking place.

Digital resources are available for download here. They include:

This first suite of materials is available to download now, and there is more to come. Further materials will be added soon, with more information, case studies and guidance for you and your teams.

Social media

Please spread the word about the campaign with your colleagues and networks using the suggested social media post below and one of the following images: Twitter image or Facebook image.

#BetterBirths set out a vision for Personal and Safe maternity care for every woman. We’re working together to deliver that vision. Teams can find out more about Personal and Safe care by downloading the Better Births toolkit: