Baby & Toddler

Kicks Count and Frugi launch the finding a rainbow project

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Kicks Count, the UK’s leading baby movement awareness charity and Frugi, the best-selling organic and ethical childrenswear brand, launch their Finding A Rainbow project today – a new initiative to help raise awareness of the importance of monitoring baby movements in pregnancy.

The project will also provide invaluable support to families who have experienced the tragic death of a baby. This time can be extremely daunting for the whole family and is a very difficult concept for existing children to grasp.

Parents expecting a “Rainbow Baby” (a baby born following the loss of another) will receive two beautiful bundles as part of the project. One will include a Kicks Count wristband to help them monitor their baby’s movements reducing stress and anxiety. Also included will be an “I’ve had a previous stillbirth/neo natal death” antenatal sticker for their notes and most importantly vital information about their baby’s movements.

The second is a sibling bundle which includes a beautifully illustrated copy of the book ‘We Will Always Remember Our Baby’ written by Kicks Count CEO Elizabeth Hutton to help explain baby loss to young children. Also included are two small cuddly teddies – one for the child to look after throughout the pregnancy, the other to give to their newborn brother or sister when they arrive.

These bundles will both be presented in a gorgeous limited edition organic cotton drawstring bag made by Frugi. The packs are available free through bereavement midwives and can also be purchased via the Kicks Count website at www.kickscount.org.uk

The project has been funded by Frugi through their Little Clothes, BIG Change initiative. Frugi donate 1% of their turnover to charity every year.

Launching the project, Elizabeth Hutton, CEO of Kicks Count said:

“I know from personal experience that families who have lost a baby never forget the child that they have lost and it can often be difficult to explain to siblings who come before and after, what has happened to their baby brother or sister. We hope that these two bundles will help to make that conversation easier and that they also help to raise awareness of the importance of baby movement.”

Lucy Jewson, the founder of Frugi said:

“This is a cause which is very close to both ours and our customers hearts. We are so proud to be working with Kicks Count on such an important project making a real difference to families. Together we hope to work towards reducing the UK’s high stillbirth and neonatal death rate.”

Speaking about the new initiative, Karen Stoyles a bereavement midwife at Royal Cornwall Hospital said:

“Subsequent pregnancies after a loss are a time of mixed emotions and increased anxieties for parents. I`m sure that the Rainbow Bundles will be really well received by pregnant mums and siblings and show that their stillborn baby has not been forgotten.”

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