Jo founded Delivering Better in May 2024 following her experience of a traumatic birth. After she became a mum, Jo began to investigate the scale of the crisis in maternity care: what she found was a public health crisis being allowed to unfold in plain sight. She is a passionate believer in the power of ordinary people to create extraordinary change - and started Delivering Better to be a movement which could do exactly that.

Sarah reached out to Jo a week after Delivering Better’s launch. Sarah considers herself one of the ‘lucky ones’; she had a positive birth experience, but many people she knows did not. Ever since her own pregnancy and birth she has been passionately advocating that there must be a ‘better way’ and was delighted that Jo responded to her DM on Instagram!

Sophie spotted Jo’s post on Instagram and immediately knew it was an issue she wanted to be involved in. Her own pregnancy turned her from someone terrified of birth to someone who felt passionate about people being given the opportunities to have the best experience possible. With years of campaigning experience, she was keen to lend some of that to help bring Jo’s important campaign to the world.