Table 4.

Feedback from participants on the finished animation

	Feedback
Tone and imagery	The film is warm and reassuring and coming from a medical background, the message feels really earnest and genuine. It would have given me a lot of confidence [User]
	I think the tone is good—reassuring rather than scary. The music helps [User]
	I thought that the graphics were greatly improved, and liked the list of empowerment strategies [User]
	We feel the stripes analogy work well—some of my symptoms didn't fit Emma's diary description—so we both brushed them off! [User]
	I think the film is quite “punchy” and easy to watch with some strong messages. The points about asking for help, getting others to support you and particularly going back in the door were very strong. I liked the shield with baby on board and being assertive for your baby. I particularly like the fact that it is uncluttered [Midwife]
	Clear, simple, reassuring messages [Senior Manager]
	I was so excited to see this video as it accords wholly with the messages that we are constantly getting from women [3rd sector organisation representative]
Importance of key messages	I think that the primary message—if things don't feel right trust yourself, tell a professional—is valuable [User]
	I thought it was great—I think the tag line “You are the expert on you” really sums it up [User]
	I think the “Listening to YOU” was the part that was the most relevant for me. The Gut Feeling that something is wrong and to act on it [User]
	The two main points (that stood out) for me were to push for clarification/trust your instinct and the notion that raising an issue doesn't make you a time waster or someone who fusses over nothing [User]
	I think the one thing that is missing is the concept of time. So particularly with reduced fetal movements, the number of times women say “oh I knew I was coming to see you so I didn't bother going in” [Midwife]
Utility	We feel the film would have made us feel more at ease with seeking advice when we were worried [User]
	I think if I'd have seen this film before my daughter's birth then I would have been more confident in raising my concerns with hospital sooner, therefore possibly avoiding some of the complications we suffered. It would of also of helped me after the birth to get the answers that I needed [User]
	The film is good and I'm pleased to see it out there, I hope it goes far and wide. I think things have got better in the last 6 years but I did raise concerns and my midwife minimised them so it's really the midwives that need some educating as well [User]
	The film will give women confidence to report any problematic symptoms, ask for a second opinion if they want one and not to feel embarrassed by reporting the same problem again after gaining reassurance [3rd Sector Organisation representative]
	I can see me using this film a lot. It will help those women in our facebook groups who find it hard to keep going back and asking for what they need. We do everything we can to support them and we provide them with the evidence but this film will really help emphasise that it's okay to be keep going back [3rd sector organisation representative]
	I would certainly show the film to others and feel it reflects much that was discussed in the workshop [Midwife]
Value of the guide “How to ask for help”	The QUESTIONS TO ASK section is excellent. How often do we ask a question and then later forget the answer. Writing it down and also planning a few questions to ask is a superb tip. The journey…. changing direction is also very good [User]
	I liked the list of empowerment strategies. This would not have helped me in my vulnerable state… but would be of more use for those women whose decline is noticed by themselves, and family and friends [User]
	I've done a bit of caseloading this year and there was an occasion when I told a woman to go into triage to be assessed (she'd been sent a bit round the houses), and I told her to start with “I am concerned” so she would be listened to [Midwife]