Today Prof. Vanora Hundley, based in the Faculty of Health & Social Sciences, gave a well-received presentation on ‘Changing the narrative around childbirth: whose responsibility is it?’ at the 32nd ICM (International Confederation of Midwives) Virtual Triennial Congress. Prof. Hundley presented online a BU collaboration published in the journal Evidence-based Midwifery [1]. This presentation is part of a larger body of interdisciplinary work between media and heatlh scholars at Bournemouth University [see 2-6].
The finding that UK midwives fear the media resonates with experiences from many other countries and professional groups. There is a need to change media discourse in fictional and factual representations of childbirth, and midwives have a critical role to play in this, but to do this they need to equip themselves with the skills necessary to engage with the media. Guidelines on responsible media reporting could ensure that media producers portray pregnancy, midwifery
and maternity care as naturally as possible.
- Hundley, V., Luce, A., van Teijlingen, E., Edlund, S. (2019) Changing the narrative around childbirth: whose responsibility is it? Evidence-based Midwifery 17(2): 47-52.
- Luce, A., Hundley, V., van Teijlingen, E. (Eds.) (2017) Midwifery, Childbirth and the Media, London: Palgrave Macmillan [ISBN: 978-3-319-63512-5].
- Luce, A., Cash, M., Hundley, V., Cheyne, H., van Teijlingen, E., Angell, C. (2016) “Is it realistic?” the portrayal of pregnancy and childbirth in the media BMC Pregnancy & Childbirth16: 40 http://bmcpregnancychildbirth.biomedcentral.com/articles/10.1186/s12884-016-0827-x
- Angell, C. (2017) An Everyday Trauma: How the Media Portrays Infant Feeding, In: Luce, A. et al. (Eds.) Midwifery, Childbirth and the Media, London: Palgrave Macmillan pp: 45-59.
- Hundley, V., Duff, E., Dewberry, J., Luce, A., van Teijlingen, E. (2014) Fear in childbirth: are the media responsible? MIDIRS Midwifery Digest24(4): 444-447.
- Hundley, V., Luce, A., van Teijlingen, E. (2015) Do midwives need to be more media savvy? MIDIRS Midwifery Digest25(1):5-10.








with Alice at the end of her life and witnessing the interactions between healthcare staff and herself which inspired the research. The presentation went on to explore on-going challenges such as poorer health outcomes, social exclusion, discrimination, and lack of cultural sensitivity that many Gypsy, Roma, Travellers face. As well as current problems posed by a lack of robust data collection as healthcare organisations do not use include Gypsy, Romany and Traveller as part of their ethnicity data collected. Dr Heaslip argues argued that failure to do so negatively impacts on developing robust public health initiatives to address these poorer health outcomes and is a key factor in understanding why so little progress have been made over the past two decades.
I joined colleagues in FMC in launching the Science, Health, and Data Communications Research Group, a growing centre of cross-faculty BU researchers creating and researching public communications and education on pivotal topics such as climate change, dementia, mental health, COVID, sustainability, ecology, and more. We are hosting our 


I invite you to join us in developing our proposal for Sustainable Storytelling for Science & Health as a 










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