Context
National Health Service maternity teams are increasingly supporting a broader range of family structures and patient experiences, requiring sensitive, inclusive and patient-focused communication throughout maternity care.
Problem
The trust wanted to strengthen internal training for maternity staff around supporting LGBTQIA+ and non-traditional families during pregnancy and birth.
The challenge was ensuring training reflected genuine lived experiences rather than theoretical guidance alone — helping staff better understand what patients felt worked well, where challenges existed and how communication could be improved throughout the maternity journey.
Alongside this, the trust also wanted to increase awareness of the specialist support service available to prospective patients within the region.
Approach
We filmed an in-depth patient case study featuring a couple discussing their maternity experience and answering structured interview questions around communication, support, inclusion and care delivery.
The content was then edited into a focused internal training resource designed for maternity nurses and wider clinical teams.
In addition, we produced a separate public-facing introduction video featuring the lead specialist responsible for the service. This short film was designed to raise awareness of the support available within the trust and explain how patients could engage with the service directly.
Commercial Value / Outcome
The project created a dual-purpose content approach:
- Internal training designed to improve staff understanding, inclusivity and patient experience
- Public-facing awareness content helping patients identify and access specialist maternity support services
Rather than relying solely on policy documentation, the trust now has real-world patient-led training content designed to support more informed, empathetic and inclusive maternity care.
