A new campaign developed by our maternity team is helping women and families feel more confident about making decisions throughout their pregnancy, birth and postnatal care.

The 'You have a choice' campaign has been co-produced by colleagues from across maternity services, alongside Calderdale and Kirklees Maternity and Neonatal Voices Partnership (MNVP), in response to feedback from women and families about informed consent and shared decision-making. 

Using simple, clear messaging, the campaign aims to remind women that they have the right to be involved in decisions about their care, ask questions, understand their options and take time to make choices that are right for them. It also supports colleagues to continue having open conversations about risks, benefits and alternatives as part of personalised maternity care. 

Consultant Midwife, Michelle Jones, helped lead the work and said feedback from women and families was the driving force behind the campaign. She said: "When we looked at our feedback from multiple sources, including surveys, national and local feedback and the Maternity and Neonatal Voices Partnership, it was clear that we needed to act. We wanted to respond in a meaningful way and work together as a multidisciplinary team to make improvements."

"We wanted something that was simple, consistent and memorable. The phrase 'You have a choice' felt very clear and direct. It's a conversation starter and something that can empower women to feel more confident going into discussions with their midwife or doctor."

One of the most visible elements of the campaign is a new sticker that will be placed on maternity booking packs, helping introduce the message from a woman's very first contact with maternity services. 

Lead for Calderdale and Kirklees MNVP, Amy Libell, said the campaign had grown directly from feedback gathered over several years. "A huge theme of feedback over recent years has been around choice and informed consent, particularly relating to induction of labour. We knew we needed to promote the message that women should have a genuine choice when it comes to their care."

"The stickers are really important because they'll be seen from one of the very first appointments. Many first-time parents don't know what they don't know. Having that messaging right from the start of pregnancy helps set expectations. It might just be a sticker, but the conversations that follow could be really important." 

Consultant Obstetrician and Gynaecologist, Dominic Caroll, said: "We want women and their families to have all the information they need. We want to have meaningful conversations about why we're offering particular interventions."

"This campaign will empower women and their families to ask questions, while also reminding colleagues to clearly explain the risks, benefits and alternatives. Like everything in life, there is always a choice." 

Among the first people to see the campaign materials was new mum, Amy Tootell, whose daughter Elsie was born at Calderdale Royal Hospital in June.

Amy said having information about choice early in pregnancy could make a significant difference for families. She said: "There was a big difference for me between having my first baby and my second. The second time around I knew more and had much more confidence in my choices. If I'd seen a campaign like this during my first pregnancy, I probably would have done some things differently."

"Hopefully it will give mums and families the confidence to express what they want, and to be clearer about what they can say yes and no to." 

The campaign forms part of ongoing work to strengthen informed consent, shared decision-making and personalised care across maternity services, with plans to extend the conversation into community settings, family hubs, colleague education and future resources for women and families.