Stafford's County Hospital targets expectant mothers with bus ads
A hospital is hoping to woo expectant mothers – by advertising on the back of buses.
The campaign by University Hospitals of North Midlands has been launched to promote the service at County Hospital in Stafford.
The hospital has a Freestanding Midwifery Birthing Unit and UHNM is inviting all parents to have their baby there.
The bus ads read: "Having a baby? Choose County Hospital".
The FMBU is run by midwives and is open to pregnant women with no complications. It provides two birthing rooms, one of which can cater for water births. There is also a two-bedded bay where partners are welcome to stay overnight.
But figures recently revealed it is being under-used, with only between one and three babies are being delivered each month at County Hospital.
That is way below the target of 350 births a year needed to ensure the delivery centre remains viable.
The bus adverts are part of a campaign launched by the hospital trust to save the unit by convincing expectant mothers to use it.
Sharon Wallis, the University Hospitals of North Midlands’ head of midwifery, said the adverts were an effective way to raise awareness, adding: “The FMBU provides a calm and relaxing environment for any mum-to-be and their partner for those women who have a low-risk pregnancy and do not require care from a consultant.
“Parents often tell us the unit provides a home-from-home environment as well as excellent care.
“Currently the number of births at the unit at County Hospital is lower than we would like – and this is why we are launching the campaign. It is to raise awareness to highlight the unit is an option for those mums-to-be who are not just from Stafford but from surrounding areas, too.”
The advert being carried on the back of buses in the region features a photograph of baby Theo, who was actually born at the Royal Stoke Hospital.
His mother Nicola said: “Theo is now six weeks old and we are delighted to be able to support the advertising campaign. Theo was born at Royal Stoke because I had to be induced but I can say the services at the FMBU are fantastic.
“I have found both its antenatal and breast feeding services particularly helpful.”
