During the birth of Jo’s daughter, a series of avoidable errors were made. Jo was left physically and mentally injured, and later developed suspected Post-Traumatic Stress Disorder (PTSD).

Jo felt compelled to use her experience to advocate for change. She began to conduct research into the state of maternity care locally and across the UK. The extent of the crisis that was happening in plain sight pushed Jo to take action.

Delivering Better was launched in May 2024 to coincide with the culmination of the parliamentary inquiry into birth trauma. Launched with a single Instagram post, the campaign gained rapid momentum. Within the first few months, the campaign has:

• Been publicly supported by prominent women’s health advocates including Lady Garden Foundation Co-Founder, Mika Simmons, and the award-winning national midwifery campaign group, March with Midwives

• Become a team of three, with Sarah Haines and Sophie Lucas joining shortly after the launch

• Launched a national roadshow of talks for midwifery students, using Jo’s experience to advocate for better quality care (Would you like us to visit your uni? Let us know here!)

• Been selected as one of three campaigns from across the UK for the 2024 cohort of the prestigious Breakthrough Accelerator.