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CONFERENCE PROCEEDING
Promotion of normal birth practices in a local public hospital setting - Normal Birth Campaign
1
Queen Elizabeth Hospital, Obstetric & Gynaecology, Hong Kong, China
2
Queen Elizabeth Hospital, Department of Obstetrics and Gynaecology, Hong Kong, China
Eur J Midwifery 2026;10(Supplement 1):A678
ABSTRACT
PURPOSE:
The increasing rates of medical interventions in deliveries have raised concerns over maternal and neonatal health outcomes. The launch of a Normal Birth Campaign in an obstetric unit aims to raise awareness of normal birth practices within the department, as well as to promote maternal and neonatal wellbeing. The primary aim of the campaign was to implement a comprehensive awareness initiative that encourages midwives to promote normal birth practices (including discussion of birth plans, adoption of different birth position, use of non-pharmacological pain relief, as well as immediate and uninterrupted skin-to-skin contact). Secondary objectives included promoting women-centered care throughout pregnancy and delivery, and fostering a positive childbirth experience. A multifaceted campaign was designed, incorporating lectures and workshops (demonstration on different birth positions and introduction on aromatherapy), posters, revision of birth plans and delivery procedures. A workgroup consisting of midwives from various levels was formed to set the objectives and activities of the campaign, which began in the labour ward, and then extended to the antenatal and postnatal wards, so as the antenatal clinic.
DISCUSSION:
There is a significant reduction in the episiotomy rate (from 95.6% in February 2025 to 65.7% in May 2025) and an increase in adoption of different birth positions in the labour ward after the launch of campaign. Additionally, staff knowledge regarding the benefits of normal delivery improved significantly, leading to an increased willingness to support normal birth practices. More importantly, women gained a better understanding of their pregnancies and preparations for the delivery, empowering them to make informed choices about their births.
EVIDENCE WHERE RELEVANT:
.
KEY MESSAGE:
The campaign successfully promoted normal birth as a preferred option, not just among midwives, but also pregnant women as well. Future efforts should focus on sustaining these practices and further educating both patients and healthcare providers to enhance the overall quality of maternity care. Poster session 2 (Group A)
The increasing rates of medical interventions in deliveries have raised concerns over maternal and neonatal health outcomes. The launch of a Normal Birth Campaign in an obstetric unit aims to raise awareness of normal birth practices within the department, as well as to promote maternal and neonatal wellbeing. The primary aim of the campaign was to implement a comprehensive awareness initiative that encourages midwives to promote normal birth practices (including discussion of birth plans, adoption of different birth position, use of non-pharmacological pain relief, as well as immediate and uninterrupted skin-to-skin contact). Secondary objectives included promoting women-centered care throughout pregnancy and delivery, and fostering a positive childbirth experience. A multifaceted campaign was designed, incorporating lectures and workshops (demonstration on different birth positions and introduction on aromatherapy), posters, revision of birth plans and delivery procedures. A workgroup consisting of midwives from various levels was formed to set the objectives and activities of the campaign, which began in the labour ward, and then extended to the antenatal and postnatal wards, so as the antenatal clinic.
DISCUSSION:
There is a significant reduction in the episiotomy rate (from 95.6% in February 2025 to 65.7% in May 2025) and an increase in adoption of different birth positions in the labour ward after the launch of campaign. Additionally, staff knowledge regarding the benefits of normal delivery improved significantly, leading to an increased willingness to support normal birth practices. More importantly, women gained a better understanding of their pregnancies and preparations for the delivery, empowering them to make informed choices about their births.
EVIDENCE WHERE RELEVANT:
.
KEY MESSAGE:
The campaign successfully promoted normal birth as a preferred option, not just among midwives, but also pregnant women as well. Future efforts should focus on sustaining these practices and further educating both patients and healthcare providers to enhance the overall quality of maternity care. Poster session 2 (Group A)
| eISSN: | 2585-2906 |
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