An innovative project in Wales, which aims to tackle health inequalities by keeping maternity service users connected, has been recognised with a prestigious award.
The Chief Nursing Officer (CNO) for Wales and the Royal College of Midwives Wales (RCM) Quality Improvement award for 2025 was awarded to the Digital Inclusion Maternity Databank, led by Cheri Lewis, Senior Midwife for Clinical Informatics at Cwm Taf Morgannwg University Health Board.
The initiative addresses the debilitating issue of digital exclusion experienced by maternity service users. Digital access is increasingly recognised as a social determinant of health and wellbeing, which was particularly evident during the COVID-19 pandemic, when lack of connectivity significantly disrupted maternity care delivery.
The scheme supports pregnant women experiencing data poverty, by providing essential connectivity through SIM cards and data packages. It aligns directly with the Welsh Government’s ‘A Healthier Wales’ scheme, advocating for seamless, integrated health and social care tailored to individual needs, while reducing inequalities.
Commenting, Julie Richards, the RCM’s director for Wales, said:
“It’s fantastic to see innovative digital solutions being so effectively applied to maternity care. Harnessing technology to keep women and families connected to their care is a real step forward, particularly for those who have traditionally been harder to reach and faced barriers to accessing care. Digital innovations like this are a powerful tool for promoting diversity, equality and inclusion, ensuring that no one is left behind. By embracing new ways of working, we can create more personalised, responsive services that truly meet the needs of all women and families across our communities. This is an exciting innovation for the future of maternity care.”
Since the project’s inception, in September last year, 41 SIM cards have been distributed, enabling families to connect not only with maternity services but also council services, housing support, employment, education and broader community resources. The expanded connectivity highlights the impact of the project, addressing multiple interconnected social factors of health.
The project established a pioneering partnership with the Good Things Foundation’s National Databank, creatively combining digital inclusion with maternity care.
The initiative starts as soon as women begins the booking process. This is often before their first midwife appointment, therefore allowing for proactive intervention. Pregnant women identified through the integrated process, via professional referral or self-referral, receive a SIM card with preloaded data, significantly enhancing their access to digital maternity records, remote consultations and health information.
The initiative scheme closely aligns with the priorities of the CNO for Wales, particularly in improving patient experiences, advancing equitable care provision, and leveraging digital innovation to enhance healthcare outcomes. It also directly supports the Duty of Quality statutory guidance issued by the Welsh Government, ensuring services remain effective, equitable, person-centred, safe, timely and efficient.
Initial outcomes from the pilot demonstrate increased patient satisfaction, enhanced access to essential maternity care resources and reduced digital inequalities. An implementation pack has been developed to support scalability across maternity services within other Welsh health boards. Moreover, the digital inclusion model offers broader potential applications beyond maternity services, with possibilities to help people more widely across the health and social care system.
Dr Suzanne Hardacre, Director of Midwifery at Cwm Taf Morgannwg University Health Board, said:
“I am enormously proud of Cheri and the team for winning this much deserved award. Her leadership, initiative and determination has enabled us to make this important project a reality. Digital exclusion is a very real issue for so many families in our communities, and this project has enabled equal access to essential digital services at a time when families most need it.”
The Digital Inclusion Maternity Databank highlights the impact and power of innovation, directly addressing health inequalities through digital connectivity. By significantly advancing the ‘A Healthier Wales’ strategy and CNO priorities the project has delivered a pioneering, measurable and replicable model, which has the potential to transform maternity care quality, equity, and accessibility throughout Wales and beyond.
Karen Jewell, Chief Midwifery Officer for Wales, said:
“I warmly congratulate Cheri Lewis and the team at Cwm Taf Morgannwg University health board on receiving the CNO for Wales and RCM Quality Improvement Award for 2025. The Digital Inclusion Maternity Databank is a shining example of innovation in action – meeting women and families where they are and ensuring equitable access to essential care and information during one of life’s most important journeys.
“Digital exclusion remains a significant barrier to health equity, particularly for those experiencing social and economic disadvantage. By proactively tackling data poverty, this initiative demonstrates what is possible when we embed digital inclusion into maternity care from the very outset. It directly supports our national vision set out in ‘A Healthier Wales’ and the Maternity and Neonatal Quality Statement, delivering integrated, person-centred care that is effective, timely and inclusive.
“I am particularly proud to see this project align so closely with the Maternity and Neonatal direction in Wales and out ongoing work to improve outcomes and experiences for all who use our services. This initiative is not only making a tangible difference today but also laying the groundwork for broader transformation across health and social care.
“This award is richly deserved and reflects the passion, commitment, and leadership of our midwifery workforce in Wales. I look forward to seeing how this model can be scaled and adopted across other areas to ensure no family is left behind.”
ENDS
