#MovementsMatter – Evaluation of a public awareness campaign in Victoria, Australia

#MovementsMatter – Evaluation of a public awareness campaign in Victoria, Australia

Gordon A (1,2,3), Chan L (2), Warrilow K (3), Wojcieszek A (3), Firth T (4), Loxton F (4), Bauman A (2), Flenady V (3,5)

(1) Royal Prince Alfred Hospital, Sydney 2. University of Sydney, Charles Perkins Centre; (3) NHMRC Stillbirth Centre of Research Excellence; (4) Safer Care Victoria; (5) Mater Research, University of Queensland


Awareness and timely evaluation of women reporting decreased fetal movements (DFM) is a stillbirth research priority. Delayed reporting and variable clinical management are key issues.

A public awareness campaign targeting pregnant women and clinicians in Victoria was launched in October 2018. Pre campaign surveys were collected from 3 metropolitan and 2 regional hospitals in Victoria over a 2 week period from 14th to 28th August. Pregnant women were eligible if at or beyond 28 weeks gestation and receiving care in one of the 5 sites and were invited to complete the survey using an ipad in the antenatal clinic. Clinicians at each site were invited to complete an online survey by the relevant clinical director. Post campaign surveys were collected over 2 weeks from November 19th – Dec 3rd to assess impact of the campaign and interpreted with digital analysis of campaign reach and dose-exposure.

Pre-Campaign responses were received from 1142 pregnant women and 372 clinicians and post campaign responses from 473 women and 157 clinicians. Pre-Campaign 445 women (40%) stated that a baby moves less at the end of pregnancy and only 400 (35%) would contact their care provider immediately if concerned about movements. Key factors that would prevent contact were worry about being a nuisance or wasting time. The campaign reached 620,536 women (85% of target audience) with an average ad exposure of 3.94 per woman. There were significant increases in womens knowledge of what happens to movements during pregnancy (aOR1.56 [1.21-2.01]), what to do if concerned (aOR1.52 [1.19-1.94]) and an increase in whether they received both written and verbal information of DFM (aOR 2.36 [1.84-3.02]) and if clinicians explained the link with stillbirth (aOR1.53 [1.19-1.97])

A low cost targeted digital public awareness campaign on fetal movements in Victoria resulted in improved knowledge and actions for both women and clinicians. .

Ethics Statement:
The campaign evaluation was done by the Mater Research Institute – The University of Queensland and The University of Sydney. The study was approved by the Mater Hospital Human Research Ethics Committee. Study: HREC/14/MHS/141.

Leave a Comment