MAMA Academy is the UK’s safer pregnancy charity, dedicated to raising awareness of stillbirth prevention initiatives amongst the public and professionals, and to campaign for evidence-based changes in policy and practice to help save babies’ lives. Since MAMA Academy launched, the number of stillbirths in the UK began a significant decline for the first time in 20 years. Today, the charity’s work is estimated to be contributing to the safety of over 1,300 babies’ lives every year.
MAMA Academy empowers families through education and awareness — helping them understand when to contact their midwife, how to monitor their baby’s movements, and how to navigate pregnancy conditions. Their flagship Wellbeing Wallet & Pregnancy Passport resources are distributed to 300,000 families annually via midwives across NHS Trusts nationwide, taking the guesswork out of when it is important to call the maternity unit.
Alongside its support for parents, MAMA Academy is committed to the maternity workforce. The charity provides training videos, webinars, and up-to-date resources on the latest guidelines, research, and stillbirth prevention initiatives, ensuring healthcare professionals remain informed and equipped to deliver safer care.
Meet Heidi – CEO of MAMA Academy
Heidi Eldridge
CEO
MAMA Academy
Heidi Eldridge is the Founder and CEO of MAMA Academy, the UK’s safer pregnancy charity, which she established in 2012 following the death of her stillborn son, Aidan, in 2009, due to undetected fetal growth restriction.
Driven by a mission to end preventable stillbirth, Heidi has grown MAMA Academy into a nationally recognised organisation, partnering with two-thirds of NHS Trusts and reaching hundreds of thousands of expectant parents each year. She is an award-winning campaigner, sought-after conference speaker, and advocate for systemic improvement in maternity care, regularly engaging with policymakers, NHS leaders, and national inquiries.
Heidi also hosts The MAMA Podcast, bringing expert voices and lived experience together to support safer pregnancy across the UK. The impact of her work is substantial. A year after Heidi founded the charity, the stillbirth rate dropped for the first time in 20 years, with a continuous decline year after year – currently helping to save 1,300 babies’ lives every year.