Birth Trauma Awareness Week Campaign 2025

For Birth Trauma Awareness Week 2025, the Birth Trauma Association (BTA) set out to raise national awareness of one of the most urgent but overlooked issues in maternal care: inequality. Under the campaign theme “Inequalities in Maternity Care”, the goal was to amplify the voices of women who have been failed by a system that too often marginalises those who are Black, disabled, neurodivergent, living in deprived areas, from a same-sex couple and from other ethnic minority backgrounds.

Rachel Coles, Founder of Conv3rt Marketing, works with the Birth Trauma Association due to her passion and lived experience of birth trauma. For Birth Trauma Awareness Week 2025, we were proud that Rachel led the social media strategy, delivering a bold, emotionally powerful week of digital storytelling.

The Brief for Birth Trauma Awareness Week

For the Birth Trauma Association, Birth Trauma Awareness Week is not only a week to shine light on parents who have had to experience traumatic births, but also to raise the profile of the charity. For this week we wanted to:

• Highlight inequalities in maternity care through authentic storytelling
• Encourage public and professional engagement
• Mobilise a growing community around #BirthTraumaAwarenessWeek
• Do all of the above with no ad spend and a largely volunteer team
  

The Strategy

Rachel Coles, with her digital marketing background and knowledge of digital storytelling, built a cross-platform social strategy that combined:

• Daily storytelling themes (For example racial inequality, disability, age, geography)
• Branded social media assets to support amplification, utilising different brand colours for differing themes.
• Worked with the wider BTA team who helped deliver real parent stories sensitively edited for dignity and emotional impact
• Worked with the wider BTA team for Influencer outreach, securing shares from high-profile voices

And all of this with absolutely no ad spend.

Rachel’s own traumatic birth experience with her son Dougie added authenticity:

“You don’t realise it’s trauma at the time when you’re just trying to survive. Years later, I still feel the silence around it. That’s why this work matters. It puts stories like mine front and centre showing that birth trauma impacts women from every aspect of life.”

Influencer Marketing and Activation

As a charity, the Birth Trauma Association works with several key influencers who have experienced birth trauma. Celebrity Ambassador Anna Williamson helped drive visibility and credibility throughout the week sharing her own story, and a post carefully curated by Rachel.

A key moment in the campaign came when Louise Thompson, television personality and birth trauma advocate, shared a bespoke post crafted by Rachel to her Instagram story. The collaboration generated thousands of additional impressions and brought birth trauma conversations to a wider audience.

“It was so powerful to have Anna and Louise engage. Their stories and honesty makes others feel less alone.” said Rachel.

Campaign Outcomes

The results spoke for themselves:

Metric	Growth (vs previous week)
Total Impressions	+1,192% (329.5K total)
Instagram Reach	+1,452% (272.3K total)
Facebook Reach	+524%
LinkedIn Reach	+13,951%
Engagements	+2,400%+ across all posts
Content Published	135 posts across channels
Influencer Shares	60+ organisations/influencers shared posts

Notably, the top-performing Instagram post (Jul 14, 07:55) reached 23.8K views and 497 interactions, while reels tackling neurodiversity and racial inequality in care also performed strongly.

One of the most impactful pieces was a short video edited by Rachel, titled “Words Can Hurt”, where real mothers shared the phrases that haunted them beyond the delivery room. It captured the emotional weight of careless language in maternity care and became one of the most widely shared pieces of the week.

“This year’s campaign was our most impactful ever, thanks in large part to Rachel’s vision, compassion and leadership. She brought clarity and confidence to our messaging, created beautiful and shareable assets, and helped us reach new audiences in powerful ways. We’re incredibly grateful.”
— Kim Thomas, CEO, Birth Trauma Association

In Conclusion

Birth Trauma Awareness Week 2025 was not just a social media campaign. It was a movement. A movement of women reclaiming their stories, of campaigners exposing systemic failings, and of a small charity punching far above its weight with the right strategy and heart behind it.

By weaving together lived experience, digital creativity, and platform-specific planning, Rachel Coles helped transform awareness into engagement, and engagement into action.

“This wasn’t just a content plan, it was a collective voice saying: enough. Every story we shared, every reel, every repost mattered. I’m proud to have helped give space to voices that have been ignored for too long.”
— Rachel Coles, Founder, Conv3rt Marketing

As maternity inequalities continue to make headlines, this campaign proved what’s possible when lived experience leads, when stories are respected, and when a community comes together with one message: we deserve better.