I Wish I'd Known Campaign

Pregnancy is a life-changing journey, but for many parents, it also comes with unknowns, worries, and risks.

We believe knowledge can make a difference.

MAMA Academy and The Worst Girl Gang Ever Foundation have joined forces to share vital pregnancy information with families. By raising awareness, providing trusted resources, and opening conversations, we can help parents feel informed, empowered, and supported throughout pregnancy — and feel less alone if the unthinkable occurs.

We are on a mission to give parents the knowledge they wish they’d had — before it was too late.

Why it matters

• Education first: Pregnancy brings many changes. Understanding what’s normal, what’s not, and when to seek help can support safer outcomes for both parents and babies.
• Prevention where possible: While not every loss can be prevented, some risks can be reduced with awareness and early action.
• Support always: For those who have experienced loss, compassionate services and community are available — no one should feel alone.

Pregnancy loss

Every day in the UK, families experience the heartbreak of losing a baby — at any stage of pregnancy or shortly after birth.

The grief lasts a lifetime, and for many, it comes as a devastating shock.

But it doesn’t have to be this way.

By raising awareness before loss happens, parents gain essential knowledge, understand potential risks, and feel less alone if the unthinkable occurs.

Whether that’s essential prevention information or support services, knowing there’s a community out there to share thoughts and feelings to not be alone, or to find answers parents desperately seek – we are working together to empower families, save lives, and ensure no parent faces pregnancy loss without knowledge, support, and hope.

Wellbeing Wallets

MAMA Wellbeing Wallets puts clear, trusted information directly into parents’ hands. Inside are:

• Pregnancy education resources to help families feel confident and supported.
• Prevention guidance about the chances of complications and warning signs.
• Support services for those navigating loss or fear of loss.

The Wallet is also about inclusivity and equity. We know that Black and Brown parents are at higher risk of experiencing adverse outcomes in pregnancy. By providing accessible, evidence-based resources, we aim to empower every parent — regardless of background — with the knowledge they deserve.

Our Wallets link to the MAMA Academy website, which can be translated into over 100 languages, helping families from diverse communities access information in the language that feels most supportive to them.

We need your help to raise £20,000 so more parents receive this essential tool.

Because no one should have to say: “I wish I’d known.”

You can help stop another family from saying, “I wish I’d known.”

Get Involved

1. Create your JustGiving fundraising page.

Follow the campaign link and click on “start fundraising”.

2. Add your personalised JustGiving page link to your bio.

You can do this on Facebook, Instagram and Tik Tok by editing your profile and “adding link”.

3. Create your “I wish I’d known” video for social media

You can use one of these templates or use your own wording:

“I wish I’d known [insert pregnancy tip or piece of information] — because [insert reason as to how it would’ve made a difference to you or your baby].
I’m raising £200 for MAMA Academy’s Wellbeing Wallets, so every parent-to-be has access to trusted information and support throughout pregnancy. Together, we can empower families with knowledge and confidence. Donate via the link in my bio.”

If you’ve experienced loss:

“I wish I’d known [insert message] — because knowledge and support can save lives.
My loss/ my baby’s name inspires me to raise £200 for MAMA Academy’s Wellbeing Wallets, so no parent has to say, ‘I wish I’d known.’
Together, we can bring hope and help more babies arrive safely. Donate via the link in my bio.”

If you haven’t experience loss or trauma:

“I’m standing with families who have experienced baby loss.
I wish they’d known [insert message].
Help me raise £200 to provide life-saving information to families through MAMA Academy’s Wellbeing Wallets.
Together we can make a difference. Please donate via the link in my bio.”

If you’d prefer not to create a video, you can create an image instead.

4. Upload your video onto your social media platform.

Post your video on your favourite social media platform using the following text:

I’m supporting MAMA Academy’s I Wish I’d Known Campaign to empower expectant parents during pregnancy and help fund MAMA Wellbeing Wallets to help more babies arrive safely. Please donate via my Just Giving page – link in my bio, thank you!

Tag @mamaacademy and @the_worstgirlgang_ever and use #IWishIdKnown so we can cheer you on!

5. Reshare asking for donations

Reshare weekly with your JustGiving link to raise a minimum of £200.

Support

Our free pregnancy helpline is available for any expectant parent or healthcare professional currently feeling anxious throughout their pregnancy journey. This includes birthing partners and Dads too!

MAMA’s Pregnancy Helpline

Whether your loss was recent or years ago, you are not alone. Compassionate help is available:

The Worst Girl Gang Ever Foundation

Keep Updated

Please join our newsletter to keep up-to-date with our work to save babies’ lives in the UK.

Together, we can turn loss into hope — and empower every family with the knowledge, support, and community they deserve.