In an exclusive interview, NHS midwife Elizabeth Idowu, who has helped hundreds of women through labour, reveals the one essential tool for staying in control during childbirth: knowledge. Operating under the online persona Mamadinya, she has become a viral TikTok sensation by stripping away the rose-tinted lens often surrounding pregnancy and providing crucial education for a safer birth journey.
Filling the Education Gap
Mamadinya shares insights from four years of midwifery through her educational series "Mama's Class" and "Now You Know." Using a simple whiteboard and pen, she explains birthing and pregnancy experiences, from using a comb to combat labour pains to identifying true water breaking. "I always say when it comes to pregnancy, ignorance isn't bliss," Elizabeth tells The Mirror. "There's a huge gap in education because there isn't information that people can actually consume without absolutely terrifying them. Pregnancy does not have a great PR."
From Online Influence to Real-World Impact
The idea for Mamadinya's TikTok classes emerged from the stress observed among new parents and NHS midwives. "A lot of women and families were coming in after nine months not actually knowing that much," Elizabeth explains. "If it stressed me out on the job, I'd make videos about it to teach soon-to-be parents. That way, they won't get stressed out, we won't get stressed out."
Her online influence has expanded into tangible initiatives, including:
- Bumps and Brunches: Events for pregnant women aimed at changing the narrative of pregnancy.
- Talks Before the Bump: A deck of cards with 100 questions couples should discuss before having children.
- Debut Book: "I'm Pregnant, Now What?" released on March 26th, a trimester-by-trimester handbook designed to build confidence and demystify medical jargon.
Combating Birth Trauma
In a digital landscape filled with content creators who glamorise motherhood, Elizabeth emphasises realism to help avoid traumatic births. "Most people who have birth trauma experience something they were blindsided by," she says. "They could not believe this could happen to them. So, if we change that and we put things out there that's digestible, in a way that is safe, people will have less traumatic births."
She stresses that knowledge is power, warning that avoiding it increases the risk of birth trauma and postpartum depression. "I'm going to teach you so you're not terrified but completely aware. Both things can exist and that's what Mama's Class is."
Challenges in the NHS and Global Outreach
Despite her success, Elizabeth highlights ongoing challenges within the NHS, noting a lack of incentive for nursing staff due to funding shortages and overwhelming workloads. "Sometimes I question if I was to start now, would I still join the NHS? I doubt it," she admits. "A lot of midwives have lost themselves in the process of trying to support mums to have their babies."
She calls for more midwives, better training, and increased funding to improve care. Beyond the UK, Elizabeth plans to take her midwifery expertise to Nigeria, where she trained for three months after graduation. "It was a little bit traumatizing to be honest," she recalls, citing shortages of supplies, resources, and pain relief. "I want to make an impact back home. I want to take some of these things that I'm learning here to help and support women in Nigeria too."
Empowering Through Education
Elizabeth's mission is clear: she wants pregnancy journeys to be smoother, safer, and more knowledgeable. Her book includes stories from women she has helped and highlights overlooked pregnancy symptoms, aiming to make all pregnant people feel seen and heard. "You're meant to finish that book and say 'I am way more knowledgeable about pregnancy, but I don't have an overwhelming feeling that this pregnancy is going to consume me.'"
She receives positive feedback from midwives whose patients have benefited from her content, creating a win-win situation. "It's a win for the midwives because they're looking after families that know what they want and feel knowledgeable, in control and, in turn, have a softer and safer journey."
