The global burden of stillbirth has far‐reaching psychosocial impacts on women, families, caregivers and communities, and wide‐ranging economic impact on health systems and society.1 An estimated 2.64 million babies die after 28 weeks gestation but before birth each year.2 Many stillbirths are preventable, particularly beyond 28 weeks, where survival for those born alive in high‐income country (HIC) settings such as Australia, approaches 100%.3 Currently, there are over 2000 stillbirths annually in Australia, equating to one in every 140 women (at 20 weeks gestation or more)4 and around one in every 416 women from 28 weeks.3 Although there have been some reductions in stillbirth rates,4, 5 this has been far less than the reduction in neonatal deaths4 and more needs to be done.5 The 2011 Lancet Stillbirth Series call to action brought attention to stillbirth as a neglected global public health issue.6, 7 The 2016 Lancet series showed little real progress against the 2011 call to action. The series showed Australia lagged other developed countries, with a stillbirth rate beyond 28 weeks more than 30% higher than the group of best performing countries,8 equating to more than 200 excess stillbirths annually. For Aboriginal and Torres Strait Islander women and other disadvantaged and minority groups, this risk is often doubled.8