London hospital publicizes a heartbreaking subject in this ad

Written by By Emily Horne, CNN It’s not an easy life, even for the most progressive parts of society. Pregnant women can be faced with end-of-life decisions and those who have been diagnosed with…

London hospital publicizes a heartbreaking subject in this ad


Written by By Emily Horne, CNN

It’s not an easy life, even for the most progressive parts of society. Pregnant women can be faced with end-of-life decisions and those who have been diagnosed with breast cancer can easily feel stigmatized or shunned.

To provide women with empathy, one London maternity hospital is using advertising to target this reality, with its inspirational safety video.

Uniquely among first world hospitals, the Royal College of Obstetricians and Gynaecologists had one of the more unusual advertisements made in a bid to educate, rather than generate profit.

The text says the ad isn’t meant to “bring in more money,” but a proud point of view with historical evidence of the term ‘pregnancy loss.’

The facts

Despite the drastic rise in abortion rates, around 48,000 babies are stillborn in the United Kingdom each year. That makes up between 5% and 10% of all deaths of infants during pregnancy or shortly after birth. Around one in 14 of those women will experience loss during pregnancy, and this rises even higher in England, where the rate is approximately one in five women.

Although the rate of miscarriage in the UK is similar to that in the U.S., there are growing signs of decline in the UK, with a reduction of 3.3% in the last decade.

No one knows why, but the reasons why are often attributed to where a woman lives. In affluent areas, the rate of postpartum depression is higher, while more women in less developed countries have more children, meaning older mothers are more likely to give birth to a lost child, and postpartum depression in these mothers can be higher.

This study findings may be worrying for the 37.2% of women that still give birth at home.

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