Kicks Count aims to reduce the UK's high stillbirth and neonatal death rate by raising awareness of baby movements.

While there isn't one cause of stillbirth, a decrease in baby's movements can be a key warning sign that a baby is in distress and 50% of mothers who had a stillbirth noticed slowing down of baby's movements beforehand.

By raising awareness of baby's movements and encouraging mums to report any change in movement immediately it is estimated that a third of stillbirths could be prevented.