Bridging the Gap: Tackling Digital Exclusion in Maternity Care

A project being pioneered at Cwm Taf Morgannwg University Health Board is ensuring that new mums, who are digitally excluded, are provided with free SIM cards and data, enabling them to access vital digital healthcare services.  

Bridging the Gap, is the first initiative of its kind in Wales aimed at tackling digital exclusion in maternity care. The project ensures that no woman is left behind by addressing barriers to digital access—an important determinant of health. 

In just the first six months of the project, run in partnership with the Good Things Foundation, CTM has distributed 42 SIM cards, with plans to expand this initiative further. 

Senior Midwifery Information Officer Cheri Lewis who leads the project explained: “At the first point of contact with a midwife, we are identifying mums to be, who are at risk of digital exclusion. We ask all women accessing our maternity services a series of simple questions during the self-referral process. These questions aim to identify potential barriers to digital access. Based on their answers, we can provide women with SIM cards including mobile data, calls, and texts. 

“The project is inspired by a similar campaign in England where 113 SIM cards were distributed across 34 Trusts in one year. The fact that we have already allocated 42 cards clearly demonstrates the need in our communities.”  

The early outcomes of the project have already had a tangible and positive impact on women’s lives. Feedback from women benefiting from the initiative has been overwhelmingly positive, with many reporting reduced anxiety, improved access to vital maternity information, and enhanced ability to attend virtual appointments. 

One participant said: “I’m a single mam, and topping up my phone is a constant struggle. I worry about missing important calls from my consultant or information on QR codes. This SIM has given me peace of mind.” 

Another woman in the programme shared, “The SIM card has helped me join an online freedom programme as part of my recovery from domestic violence. My ex used to control my phone, but now I have my own number.” 

And another said, “Me and my partner are homeless and living in temporary accommodation. We couldn’t afford data, so we had to top up multiple times a month. Now, I don’t have to worry about contacting my midwife or missing anything.” 

The Bridging the Gap project is now set to roll out across Wales, sharing its learnings on a national level to inspire broader change in the healthcare system. 

11/04/2025