Informed choice initiative: an example of reaching users with evidence‐based information

The Informed Choice Initiative aims to make available to both professionals and users a range of leaflets about topics related to pregnancy and childbirth which are based upon the best available scientific evidence. For each topic covered there are two leaflets — one for health care professionals and one for patients. They are intended to facilitate women's involvement in decisions about their health care and help promote clinical effectiveness. The initiative is the result of a collaboration between the Midwives Information and Resource Service and the NHS Centre for Reviews and Dissemination. The article describes the rigorous development process of the leaflets and discusses some of the issues raised by initiatives such as Informed Choice.