The MAMA Behind MAMA Academy

MAMA Academy was established in 2012 with a singular mission: to help more babies arrive safely. This vision arose from a deeply concerning fact—despite being a developed nation, the UK has one of the highest stillbirth rates in the developed world.

It’s a stark reality that every year around 4,500 babies in the UK are either stillborn or die shortly after birth, which equates to roughly 13 babies every single day.

A 2015 report published in The Lancet highlighted that a significant proportion of these stillbirths could be preventable. Often occurring near term, these tragedies might be averted if babies at risk were identified and delivered early. This is where MAMA Academy steps in. Its goal is to raise awareness and provide practical, accessible information to both parents and midwives, empowering them to take proactive steps toward preventing stillbirth.

So How Are We Doing It?

MAMA Academy has developed several impactful tools and resources to support both expectant parents and healthcare professionals. One of our flagship innovations is the Wellbeing Wallet—a simple yet powerful resource designed to keep antenatal notes safe while delivering key messages on maintaining a healthy pregnancy. These wallets serve as a regular reminder for expectant parents, helping make critical information second nature as they wait for their appointments. These resources also serve midwives, sparking essential conversations about topics like fetal movement monitoring. MAMA Academy has been working closely with over 100 NHS Trusts to distribute these wallets, ensuring as many parents as possible receive this life- saving information. 

In addition to the Wellbeing Wallets, MAMA Academy provides vital resources like Ambulance Call Cards. These assist midwives during urgent transfers from home births or stand-alone birth centres by ensuring rapid response times and quick access to emergency services. The charity also produces educational posters and leaflets, available in multiple languages, further extending our reach to a diverse audience.

We also share information through our social media channels. Through active social media communities, MAMA Academy raises awareness and provides continuous pregnancy- related education. Expectant parents can access vital information any time, empowering them to make informed decisions simply by scrolling through our Instagram, or X or even by joining one of our tailored support groups over on Facebook. 

And new this year we have a fantastic pregnancy helpline to help with anxiety. Just ring 0203

6428 121 for a free and confidential call back from one of our fantastic midwives. However we cannot offer emergency medical advice, so if in doubt, please always ring your midwife or maternity ward. 

The MAMA Podcast was also born earlier this year so make sure you tune in every fortnight

to listen to a different guest talk about the fascinating subject of pregnancy!

The MAMA Behind It All: Heidi Eldridge

At the heart of MAMA Academy’s mission is a deeply personal story. Heidi Eldridge, the founder and CEO, experienced the devastating loss of her son Aidan, who was stillborn in May 2009. Her world was turned upside down. Like many, she had no idea that stillbirths were still so common in the UK. The tragedy of losing Aidan ignited a passion in Heidi to prevent others from experiencing the same heartache.

Heidi learned that many of the 4,500 babies who die annually in the UK could be saved if more parents were aware of the precautions they could take and the warning signs they should look for during pregnancy. This knowledge fueled her determination, and with the help of her local maternity team, she established MAMA Academy to make a difference.

The impact has been profound. Time and again, midwives have shared stories of how MAMA Academy’s information prompted mothers to seek medical attention earlier than they otherwise might have, leading to the safe delivery of their babies. For Heidi, knowing she is making a tangible difference in the lives of parents and their babies is incredibly rewarding. "Supporting mums through such a special time in their lives is a massive privilege," she says, describing the passion that will always drive her commitment to saving babies' lives. In recognition of her inspiring work, Heidi was honoured with an Inspirational Award in 2014 and was a finalist for the Tesco Mum of the Year Award in 2015.

Looking Toward the Future

MAMA Academy’s vision is clear: a future where expectant mothers feel confident and empowered, midwives are fully supported in their mission to provide the highest quality care, and fewer families experience the anguish of losing a baby. Through education, awareness, and practical support, MAMA Academy is paving the way for a safer pregnancy journey for thousands of families across the UK.

With every wallet handed out, every social media post shared, and every conversation sparked, MAMA Academy brings the possibility of a world without preventable stillbirths one step closer to reality. The Academy continues to work tirelessly, driven by the belief that stillbirth is not an inevitable tragedy but, in many cases, a preventable one. Join us today to save a baby's life tomorrow.  

Author: Mama Academy

Instagram: @mamaacademy