Stillbirth remains a major public health problem in low‐ and middle‐income countries (LMICs), with 98% of the 2.6 million estimated stillbirths occurring in these settings. Over half of stillbirths occur during labour and birth and are mostly preventable.1 Failure to prioritise stillbirth globally has meant that little has been done to reduce this burden, with many LMICs lacking the resources or political will to address the issue. Although the number of stillbirths has declined by 19.4% in the period 2000–2015, this represents an average annual rate of reduction (ARR) of 2%, which is less than both the maternal mortality (3%) and under‐five mortality rates (5.5%).1 The classification and reporting of stillbirth is limited in many LMICs, with differing definitions and inadequate reporting systems…more