TV’s Dr Ranj helps pregnancy charity MAMA Academy launch innovative ‘Wellbeing Wallet’ initiative to enhance antenatal care

A national pregnancy charity is hoping to reduce baby loss and encourage healthier pregnancies with the launch of a simple antenatal initiative. MAMA Academy has developed their Wellbeing Wallet as a means of relaying key health messages for expectant mums to have to hand at all times.

The wallets are a robust plastic zip-lock pouch in which pregnant women can keep their handheld antenatal notes, which they are expected to keep with them as their pregnancy progresses. The wallets ensure the notes are kept protected, but they are also colourfully printed with important advice regarding the mother’s health, and that of her baby. This ensures that key messages such as monitoring baby’s movements become second nature to the woman as she carries the wallet with her.

MAMA Academy founder Heidi Eldridge, who has recently been shortlisted for the Tesco Mum of the Year Awards for her work to promote positive pregnancies, said, “Many mums are currently purchasing plain plastic wallets to keep their notes in, so the mums who have used ours already love how much more they get from the Wellbeing Wallets. The wallets are printed front and back with key health messages which mums need reminding of throughout their pregnancy and are far more effective than a leaflet at getting them to retain the information”.

The launch is being supported by TV’s Dr Ranj Singh, who hosts CBeebies show ‘Get Well Soon’ and regularly appears on ITV’s ‘This Morning’. Dr Ranj said, “Whilst acting as a helpful reminder for healthy pregnancy guidance, the wallets also give midwives a way to initiate conversations with women about some potentially difficult topics, aiding communication and reinforcing important advice. They are a must-have for every mum-to-be”.

The charity already funds the wallets for a handful of hospital trusts in the South East, but has been given the go ahead by NHS England to encourage all maternity service providers across the country to purchase them to distribute to women in their care. The wallets are typically given to each woman at the first booking appointment although mums will also have the opportunity to purchase their own wallet directly from the MAMA Academy website for only a couple of pounds if their local trust does not yet offer them.

The initiative has already impressed several high profile figures in maternity care, including respected Midwife Consultant Sheena Byrom OBE, who said, “Pregnant women receive an abundance of leaflets during the antenatal period, which can be overwhelming and key messages can be overlooked. As most women keep their antenatal handheld notes in a bag to keep them safe and clean, the wallet is an ideal way of maximising the opportunity for vital snippets of information to be read. The wallet’s dual purpose is invaluable – and it’s designed by a mum for mums!”.

MAMA Academy hopes that all trusts will have signed up to use the wallets by the end of next year. Heidi said, “The incentive for trusts is that they act as part of their reducing stillbirth strategy. The UK has one of the highest stillbirth rates in the developed world and all maternity providers should be working to reduce this. The Wellbeing Wallets offer a cost effective way to give more babies the best chance of arriving safely”.