Baby & You initiative
Baby & You & MIDIRS – a perfect partnership
Maternity charity partners with leading international publishing group
Bristol-based charity, MIDIRS, is set to partner with CW Publishing Group (CWPG) – a leading international publishing company – on its already established Baby & You initiative. The partnership will see MIDIRS working with CWPG to develop women’s awareness about making informed choices and show how MIDIRS Informed Choice leaflets can support them, complementing the advice and expertise of their midwife/doctor.
Baby & You includes interesting editorial articles relating to mum and baby’s first year – from guidance on breastfeeding to what to expect in the first 12 months – and important special offers from advertisers. 250,000 copies of the bi-annual publication are distributed free to new mothers by their healthcare professional.
MIDIRS Informed Choice leaflets for women provide accurate and objective information, based on the best available scientific evidence, on issues surrounding pregnancy, birth and into infancy. The style of MIDIRS Informed Choice is unique – what is known from the research, what is not known and the identification of areas where further research is required. This simple and enduring formula successfully ensures readers can feel confident in the quality of the information they are using.
The Baby & You publication offers an opportunity for MIDIRS to make new parents aware that this information is available to them, and can help them in the important decisions they need to make.
MIDIRS Head of Midwifery, Vicky Carne, said: ‘This is a fantastic opportunity to empower and advise women on making informed choices and demonstrate how MIDIRS Informed Choice leaflets can support their decisions. Currently the leaflets are distributed to women by NHS Trusts, however it is known that some women do not receive the information that they need or want. We hope that Baby & You will provide an opportunity for women to gain access to the best possible information at the right time for them. We look forward to working with CW Publishing Group to achieve this.’
Vicky went on to say: ‘Feedback has also shown that some women want more detailed information, as opposed to the more factual easy-to-read style that the women’s leaflets offer and these women find the comprehensive professionals’ versions more appropriate to their information needs.’
MIDIRS will also provide a specialist ‘Ask the Midwife’ section on the publication’s interactive online edition of the Baby & You publication. It is hoped that MIDIRS’s input will provide an additional channel through which women can access information and advice at, what can be, an anxious and confusing transition into parenthood.
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1. MIDIRS (www.midirs.org) is a Bristol based not-for-profit organisation offering a complete information service to all health professionals, non-statutory agencies or anyone involved in the care of women and their babies during and after pregnancy. Its organisational mission is 'to be the leading international information resource relating to childbirth and infancy, disseminating this information as widely as possible to assist in the improvement of maternity care'. Over 32,870 customers worldwide trust MIDIRS services to support their education, practice and professional development. Through a continuing commitment to information access, MIDIRS aims to help health professionals provide mothers and babies with the best possible care.
2. MIDIRS Informed Choice is a comprehensive set of 25 titles which examine key decisions facing expectant mothers during pregnancy. There are two leaflets for each topic, one for pregnant women and one for health professionals. The women’s leaflets are designed to assist them in making informed choices, by providing the facts to help them make decisions that are right for them in their pregnancy. The professional leaflets aim to provide midwives with sound evidence upon which to base their practice.
3. Baby & You contains a collection of informative editorial features and valuable promotional offers targeted at new mums. It aims to alleviate some of the financial burden associated with newborn babies, and provide access to beneficial products and services at a key time for families with changing attitudes and needs. Baby & You has proved to be a leading and successful incentive and benefit programme for new mothers and their immediate families. The publication provides savings, added-value offers and information in areas of interest that have been highlighted by new families.
4. CW Publishing Group is an international contract publishing company with offices in London and New York. It has a long history of producing customer publications and other marketing tools for a huge range of high-profile clients. CW Publishing Group publications are all about using creative flair, innovative ideas and editorial energy. The company is one of the largest and most successful custom publishers and marketing communications companies in the UK.