Healthcare: Awareness Campaign Close-up - Baby Lifeline to offer awards

Organisation: Baby Lifeline

Campaign: National Mother & Baby Week

PR team: In-house with media consultant Sally Lane

Date: 28 February-6 March

An awards scheme celebrating Britain's maternity care professionals is being launched by charity Baby Lifeline during its tenth annual awareness week. The inaugural UK MUM ('Maternity Unit Miracles') awards, sponsored by Philips Medical Systems, aim to recognise and reward the work carried out in maternity units around the country.

Staff from nine regional hospitals were to be lauded at a 3 March dinner event with TV presenters Emma Forbes and Nick Owen in Birmingham as part of the awareness week, which kicked off this Monday and runs until Mothering Sunday (6 March).

It is estimated that around 8,500 babies die around the time of birth each year in the UK and Baby Lifeline campaigns to raise funds for equipment that would reduce this number.

The charity is using in-house staff, such as founder/ chief executive Judy Ledger, and media consultant Sally Lane, to handle PR for both the week and MUM Awards.

The charity asked people to nominate teams of health professionals who helped their baby survive against all the odds.

Hundreds of entries were received, judged in September by experts in the fields of gynaecology and obstetrics, such as Royal College of Paediatricians and Child Health president Sir Alan Craft.

Press officer contact details at each of the nine winning hospitals have been sent to the press; a press release on the winners was also sent out under embargo.

Both Forbes and Owen are honorary vice-presidents of the Coventry-based charity, which was set up in 1981 after Ledger suffered the loss of three premature babies.

Actress Kate Ford, who plays Coronation Street's Tracy Barlow, is also a supporter of Baby Lifeline.

For further information call Sally Lane on 02476 422135.

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