01. The Brief

The Maternity and Newborn Alliance asked us to support the development of a unified Midwifery Preceptorship Package for Lancashire & South Cumbria. Newly qualified midwives across the region needed a consistent, high-quality programme to guide them aligned with national standards and shaped by local needs.

The brief was to create a package that:

• Supported both Preceptors and Preceptees
• Reflected agreed pathways across four maternity trusts and two universities
• Provided clear, accessible guidance on expectations and competencies
• Included engaging, user-friendly materials to improve understanding and uptake
• Helped strengthen workforce development and support the future of maternity services

02. The Solution

Working collaboratively with midwives, education specialists and system partners, we helped to develop a fully integrated interactive Preceptorship programme that brought clarity, consistency and visual cohesion to the process. The package included:

Supporting Design & Messaging

03. The Results

The region now has its first fully aligned Midwifery Preceptorship Package, giving new midwives and their mentors a structured, supportive and easy-to-follow pathway.

Key outcomes include:

• Consistency across all four maternity trusts, reducing variation and improving equity
• Clearer expectations for both Preceptors and Preceptees, improving support and communication
• Improved understanding of competencies
• Stronger collaboration between system partners and educational institutions
• A package that supports the future maternity workforce, reflecting national standards and local priorities

The materials continue to be used across the region, supporting workforce development and helping newly qualified midwives feel informed, supported and valued from their very first day.

For more information about the campaign or for Health Marketing expertise, please get in contact by either calling us on 01282 858200 or emailing us at info@creativeworld.co.uk.