Project Description

Objective

The Capital Midwife Programme was developed to address challenges including staff shortages, increased workloads, staff retention and policy changes faced by the 6,000 midwives in London.

Capital Midwife small logo

“Thank you for everything you have done. It has been brilliant having NEL onboard. Through your strategy, you have enabled us to really get off the blocks and into a good place to grow the programme engagement and reach. We could never have done this without you.”

Head of Programme, NHS England
All midwives in group photograph
Midwives standing around Capital Midwife banner

What we did

The NELHC team drew on their expertise in maternity services, communications and project management to develop and deliver three products:

  • Pan-London Preceptorship Framework to create a ‘best practice’ resource to ensure newly qualified midwives are consistently supported across London
  • Pan-London Skills Passport to enable midwives to more easily work across different sites and services across the capital
  • Workforce survey and midwifery student engagement sessions to capture workforce needs and inform future work.

Activity

  • Website

  • Positive media coverage
  • Films
  • Promotional material
  • Social media campaigns
  • Branded stationery

Outcome

The first phase of work culminated in a launch event in March 2019 attended by more than 160 London midwives and student midwives to promote the programme’s vision, demonstrate pilot products and share survey results.

Keynote speakers included Professor Jacqueline Dunkley-Bent (National Maternity Lead Midwife) and Gill Walton (Chief Executive of the Royal College of Midwives). Implementation of the campaign is ongoing.