2025 - 2026 Miscarriage Matters Chairperson's Report
- Jun 2
- 12 min read
Acknowledgements
Huge thanks to my fellow committee members who continued on from their term last year; Corrine Christian, Barbara Frazer, Lisa Heatley, Ruth Bryson, and Linda Skelton. Welcome and congratulations to Jade Holland who has now completed her first year as a Miscarriage Matters NZ committee member. Thanks to our Chapter leaders; Tessa Chaffey for Auckland, Barbara Frazer for Canterbury, Linda Skelton for Top of the South, Katie Lane for Timaru, and our newest Chapter leader, Kaitlin Gibson-Rayner for Queenstown. We have many volunteers who have helped with care packages, the Butterfly Fun Run, and fundraising, we couldn’t do it without you all. I would like to acknowledge our ongoing collaborations with SANDS Canterbury and Bountiful NZ. We are also grateful for the businesses that have supported us with donations this year.
Goal - Make Miscarriage Count
This year we focused our objectives around one central goal - ‘Making Miscarriage Count’. This focus was guided by our knowledge that the Perinatal Bereavement Care Pathway Advisory Panel was planning to present their pathway recommendations to Health NZ this year. We saw this as a unique opportunity to advocate for recognition of miscarriage.
Objectives
Our Objectives for the year were as follows:
Create an environment for acknowledging/recognising miscarriage by holding the annual Butterfly Fun Run with 300 ticket sales.
Show families that their miscarriage counts by providing care packages in Canterbury, Timaru, Top of the South and Auckland
Expand website resources to include four new topics to support grieving families
Generate correspondence from two politicians/decision makers and start petition
Strengthen pamphlet distribution networks by collecting 50 new contacts at the Hamilton midwifery conference.
Create a PDF version of the pamphlet that can be emailed and is available for download on the website
Objective #1 Annual Butterfly Fun Run
Create an environment for acknowledging/recognising miscarriage by holding the annual Butterfly Fun Run with 300 ticket sales.
SUMMARY: We once again created an opportunity for a community to come together in acknowledgement of miscarriage. We did not achieve our target of 300 ticket sales.
We held our Butterfly Fun Run in October with our highest number of participants to date (258) and again created an environment where miscarriage is acknowledged. Corrine Christian continued her role as Event Organiser for the 6th year. We had participants who had travelled from across the country to take part: including from the West Coast and Tauranga. The feedback on the day was astoundingly positive - this event really means something to people. People come with sadness and pain, seeking healing, community, and love. The event was supported by 27 volunteers on the day. Special mention to Dean Shaw (Musician), Chickoa (Face Painter), Morgan Probert (Photographer), Zazi from ‘Zazi Plays’ on Instagram (MC), and Kallani & Jasmine from Jenna McKenzie School of Dance (Warm Up Instructors).
Thoughts from participants:
“We will be running to honour our girls, and to raise awareness for the work Miscarriage Matters is doing to love and support the families who have experienced Miscarriages. We look forward to running alongside other families who have joined the club we all never thought we’d be a part of, but couldn’t be without. Thank you for the work you guys are doing. It really is a blessing to so many families across New Zealand.”
“I have felt like so much has been taken from me especially losing our baby and going through the surgery recovery, this fun run will be my first event enabling me to find that runner part of me again, be surrounded by people who just know, and give back to the organisation that helped us through such tough times!”
On the day we were blessed with sunny weather (maybe a little too hot for some). There was a clash with the Christchurch Pink Ribbon walk on the same day, although that was in the afternoon. We spent our customary $500 on Facebook advertising in the lead up to the event and also invested in flyers that went into all of our Canterbury care packages in the months leading up to the event. We had an article published in The Hurunui Magazine. We promoted the event with the call to action of helping us make miscarriage count. Although this year the event fell short of our 300 ticket sales aim, it was our biggest yet and it was impactful for those who attended. We will be reviewing the results of this effort and assessing whether we need to increase and/or change our advertising, or whether ticket sales are not the appropriate objective for determining a successful event.
Objective #2 Care Packages
Show families that their miscarriage counts by providing care packages in Canterbury, Timaru, Top of the South and Auckland.
SUMMARY: This year we have given out care packages in all of our Chapter regions, as well as having a new Chapter start in Queenstown. We have also formed a collaboration with Bountiful NZ who supply pregnancy packs New Zealand wide. We deliver Bountiful a supply of our care packages. Through their pregnancy app, Bountiful can be notified if someone experiences a miscarriage, they then send one of our care packages out, covering the cost of postage.
Our care packages help bridge the gap between clinical environments and the emotional experience of miscarriage. We gave out a total of 1621 care packages for the year. 1053 in Canterbury, 496 in Auckland, 55 in Timaru, 11 in Blenheim, and 6 in Queenstown. We don’t know how many miscarriages occur each year but we can get a proportionate idea of how many care packages could be needed based on birth data for each district. In 2024 there were 58,090 births in NZ - 9,195 (15%) in Counties Manukau, 6,692 (11.5%) in Canterbury, 4,974 (8.5%) in Auckland, 3,238 (5.6%) in Southern, 1,298 (2.2%) in Nelson/Marlborough, 622 (1%) in South Canterbury, and 280 (.5%) in West Coast. Please note: we have only listed the districts that are relevant to our regional Chapters. Also note that births in 2025 (57,705) were lower than in 2024.
Births 2024 | Miscarriages (if 15% of births) | Care Packages 2025 | |
New Zealand | 58090 | 8714 | 1621 |
Canterbury/West Coast | 6972 | 1045.8 | 1053 |
Auckland | 4974 | 746.1 | 496 |
Southern | 3238 | 485.7 | 6 |
Nelson/Marlborough | 1298 | 194.7 | 11 |
South Canterbury | 622 | 93.3 | 55 |
CANTERBURY
Our Canterbury Chapter provided 1053 care packages to families. 700 of these were supplied to Christchurch hospital in partnership with SANDS Canterbury. Care packages were also supplied to midwives, the Christchurch Midwifery Centre, and individuals who requested them for themselves or their whanau. The Canterbury Chapter also provides care packages to the West Coast and to Bountiful NZ (nationwide). The Canterbury care packages received donations from Eau Thermale Avène (skin care), Coffee Culture NZ (buy one get one free vouchers), and Kings Seeds (wildflower seeds). A strong group of volunteers in Canterbury keeps costs low by sewing the bags, making and packaging the seed bombs, and assembling the keepsakes. The Canterbury Chapter volunteers also assist Auckland on occasion by sewing extra bags, writing in cards, and assembling affirmation card packs.
“I recently had a miscarriage and received the miscarriage matters gift pack from the hospital. I just wanted to say a big thank you. It’s beautiful and thoughtful and brought me joy in a really hard time. It’s such an important charity I never knew about until now, but I appreciate it a lot. Thanks again xx”
AUCKLAND
Our Auckland Chapter received a Lotteries Grant to cover the costs of materials and postage, this grant will also cover April 1st 2026- 31st March 2027. We used the grant to buy materials for 750 care packages. Mrs Higgins cookies donated a cookie for each pack. Thanks to our volunteers 750 care packages were ready for assembly, however, only 496 were distributed. This discrepancy is due to the loss of our primary point of contact at North Shore Early Pregnancy Loss Center. We were unable to reach all women affected by miscarriage in Auckland this year, despite having the care packages available. On the positive side, we now supply our care packages to more centres in Auckland, expanding to Auckland Hospital, Greenlane, Haven Pregnancy Support, Waitakere Hospital, Waitemata ED Social Workers, and Middlemore Hospital. The care packages are being distributed across these centres to nurses, midwives and social workers. We also supply care packages to Auckland Transport for their employees and associated persons
Our Auckland Chapter leader, Tessa Chaffey, was invited to two public events during the year so that she could talk about miscarriage and our organisation. One of these events was as a direct result of a care package that was given out.
“Firstly, I have to thank you for your mahi. I was the recipient of a care package recently and will forever be grateful for the thought that went into a moment that felt like there couldn't be anything but sadness. I am so appreciative. Your package was a moment of tender care, wāhine to wāhine, that made such a difference.”
TIMARU
Timaru Chapter funds their care packages with money raised from two bake sales held at Timaru Hospital. This year Timaru gave out 55 care packages.
TOP OF THE SOUTH
The Top of the South Chapter has been supporting Auckland with sewing care packages. This region has one volunteer, committee member Linda Skelton, and has been finding it challenging to get solid distribution contacts.
QUEENSTOWN
Kaitlin started this Chapter in February 2026. Kaitlin is a practicing midwife who had appreciated having access to MMNZ care packages when she lived in Canterbury. Kaitlin has now started her own Chapter in Queenstown using our regional care package starter packs to supply midwifery practices.
Objective #3 Website
Expand website resources to include four new topics to support grieving families
Updating the website is on our to-do list every year, but this is the most major improvement that we have managed since we launched the website in 2020. Thanks to Ruth Bryson and Jade Holland for putting in the work for this objective, along with myself.
We added information about working bees and how to join in Canterbury
We added a link to our Instagram feed at the bottom of the ‘What We Do’ tab. We also added a detailed breakdown of what we are currently advocating for.
We added a ‘donate’ button to the top of our ‘What We Do’ tab
We added a thorough, thoughtful section about talking to children about miscarriage to our ‘Soul Info’ tab
Site sessions on our site (29,415) have decreased by over twenty five thousand sessions since last period. Top sources remain Google (21,963), Direct (6,099), and Facebook (302). With the biggest drop from Google compared to the previous period. Running Calendar featured as a top referral again (202 sessions). This year we are able to track AI Bot sessions on site (27,826) and compare to the previous period (938). Average site duration was four minutes fourteen seconds with a lower bounce-back rate than the previous period. Interesting referral sources included (in order of site sessions): info.health.nz, healthify.nz, instagram, linkedin, Stuff.co.nz, canterbury.communityhealthpathways.org, midwifery resource centre, pada.nz, Vicki Cullings Associates, Auckland Transport, Canterbury Hospital Heal Pathways, maternal psychology, the perinatal directory nz, and RNZ
“I'm a Clinical Psychologist based in Ōtautahi. Firstly - LOVE the website and what you do! I'm a mum to one living child, and bereaved mum to 3 very different losses.”
Objective #4 Advocacy
Generate correspondence from two politicians/decision makers and start petition
SUMMARY: We did generate correspondence from two politicians, however, not at the level that we were aiming for. We decided against starting a petition at this time.
We first reached out to Hon Matt Doocey as Associate Minister of Health, Mental Health Minister, and a local MP for us in Canterbury.
On behalf of Hon Matt Doocey, thank you for your correspondence.
The matter you have raised falls within the portfolio responsibilities of the Associate Minister of Health. I have therefore referred your email to the office of Hon Casey Costello for their consideration and response to you. I have also forwarded your email to the Minister’s Constituency Office for their information.
We then received correspondence from Hon Casey Costello
Improving miscarriage care in New Zealand
Thank you for correspondence of 13 August 2025 regarding improving miscarriage care in New Zealand. Your email was forwarded to me for response as the issues you raise relate to my portfolio as Associate Minister of Health. I acknowledge the significant emotional and physical toll that miscarriages have on women and families. Your call to include miscarriage as a Maternity Clinical Indicator is a timely and thoughtful recommendation, and I commend your efforts to bring visibility to an area of women's health that has long been under-recognised.
I want to assure you that this Government is committed to improving access to compassionate, evidence-based care across the health system. I understand that consistent data collection is a critical step toward improving services and outcomes and I want to reassure you that Health New Zealand is taking careful and considered steps towards improvements.
Further I am advised that the National Perinatal Bereavement Care Pathway Technical Advisory Group has received your recommendation. The Group's comprehensive advice is now being carefully considered by Health New Zealand. You may wish to register for Kahu Taurima's Pänui to keep up to date on any progress here: www.tewhatuora.qovt.n/for-health-professionals/health-workforce-development/maternitv/kahu-taurima.
This year we spoke about miscarriage and the need for a national record at multiple media outlets, including on RNZ Nine to Noon, The Breeze Wellness Hour, and Healing Birth with Carla podcast.
Objective #5 Community Partners
Strengthen pamphlet distribution networks by collecting 50 new contacts at the Hamilton midwifery conference.
SUMMARY: This objective was achieved. Over 70 contacts were collected.
Midwifery Conference 2025 – Delegate Report Summary
Purpose of Attendance Attendance at the 2025 Midwifery Conference aligned with Miscarriage Matter’s strategic goal from the previous period of strengthening its relationship with the College of Midwives. This engagement resulted in an invitation to exhibit at the conference (with a complimentary stall) and an offer of affiliate membership. Key objectives included raising awareness, distributing resources, and collecting at least 50 midwife contacts.
Conference Overview The conference hosted approximately 400 delegates, predominantly from the North Island. Despite lower-than-expected attendance, engagement levels were high. The team distributed around 500 pamphlets and collected over 70 email contacts, exceeding their target. The event also provided valuable access to influential stakeholders within the maternity sector, creating opportunities for future collaboration beyond immediate outreach.
Key Outcomes and Achievements
Increased Reach and Awareness Significant exposure was achieved through pamphlet distribution and direct engagement. Many attendees were previously unaware of the organisation, indicating strong potential for growth. Interest in a digital (PDF) version of resources was noted.
Support for Education Initiatives Engagement with tertiary educators and awareness of existing training (e.g. SANDS courses) created pathways to enhance miscarriage education for midwives.
Advocacy ProgressEngagement with senior stakeholders, including representatives from the Midwifery Council and Te Whatu Ora lead to these leaders becoming aware of the current state of miscarriage reporting.
Cultural and Community Engagement Initial steps were taken to strengthen support for Māori women through new contacts and culturally relevant initiatives. Ideas for meaningful connection and commemoration activities were also explored.
Additional Insights
Bereavement care has been incorporated into midwifery standards, presenting an opportunity to align services with evolving practice requirements.
New distribution channels for care packages and resources were identified across multiple regions.
Feedback highlighted the importance of keeping materials up to date and exploring innovative engagement activities.
Conclusion Attendance at the conference delivered substantial value, exceeding initial outreach goals and establishing a strong foundation for future growth.
Objective #6 Information Access
Create a PDF version of the pamphlet that can be emailed and is available for download on the website.
SUMMARY: This objective was achieved - we have created the PDF pamphlet. It is currently waiting for approval to be made available on our website.
Conclusion
This year has been one of meaningful progress, strengthened connections, and growing impact for Miscarriage Matters NZ. While not every target was fully met, the outcomes achieved across our events, care package distribution, advocacy efforts, and resource development demonstrate clear forward momentum toward our central goal of making miscarriage count.
We have expanded our reach into new regions, supported more families than ever before, strengthened relationships with healthcare professionals and organisations, and continued to build awareness of the need for greater recognition of miscarriage within New Zealand’s health system.
As we look ahead, our focus will be on building on what we have achieved since we established in 2019. As always, our goals and objectives will align with our charity’s core purpose: to improve the experience of miscarriage in New Zealand.
As chairperson I remain incredibly grateful for the time and energy contributed by our volunteers. We give our time because we know this is an important cause and because, together, we are able to make a difference.
Aleisha Black
Chairperson
Miscarriage Matters NZ
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