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## **Mums and Midwives Awareness Academy**
(A Company limited by guarantee)
**Report and Financial Statements for the year ended 31 July 2025**
Charity Registration Number: 1153325
Company Number: 8606581
Mums and Midwives Awareness Academy Company Number: 8606581 Report and Financial Statements
## **Contents**
|**Section**|**Page Number**|
|---|---|
|Report of the Trustees and Directors|3|
|Statement of Financial Activities|9|
|Balance Sheet|10|
|Notes to the Financial Statements|11|
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Mums and Midwives Awareness Academy Company Number: 8606581 Report and Financial Statements
## **Report of the Trustees and Directors for the year ended 31 July**
## **2025**
## **Reference and Administrative Information**
Charity Name Mums and Midwives Awareness Academy Charity Registration Number 1153325 Company Registration Number 8606581
Registered Office 12 Constance Street International House London E16 2DQ
Operational address 10 Hartland Close Addlestone Surrey KT15 3AD
## **Trustees**
Ms C Ulett (appointed 28[th] November 2024) Mrs L Alexander Mrs P Mugwani Ms A Bastianelli Mrs M Kamall
## **Chief Executive Officer**
Mrs H Eldridge
## **Bankers**
HSBC Weybridge Church Street Weybridge Surrey KT13 8DF
3
Mums and Midwives Awareness Academy Company Number: 8606581 Report and Financial Statements
## **Report of the Trustees and Directors for the year ended 31 July**
## **2025**
The Trustees and Directors are pleased to present their report and financial statements for the company for the year ended 31 July 2025.
## **Purpose and Aims**
MAMA Academy has been helping to save babies lives since 2012. Sadly, the UK has one of the highest stillbirth rates in the developed world with the majority of deaths potentially preventable. We believe this is unacceptable.
Since MAMA Academy was launched, the number of stillbirths began a significant decline for the first time in 20 years. We remain committed to seeing a continuous decline in stillbirth and neonatal death rates.
Our vision is for there to be no more preventable stillbirths in the UK. Our mission is to empower maternity professionals and inform expectant parents about stillbirth prevention methods to help more babies arrive safely.
## **Focus of our work**
- To undertake focused campaigning and lobbying to enable more babies to arrive safely
- Network and collaborate with key stakeholders to promote what needs to be done to minimise stillbirth
- Support maternity professionals to deliver consistent best practice across the UK
- Grow a well governed and managed organisation to create a stable and sustainable platform from which to achieve our ambitious vision
## **How our activities deliver public benefit**
MAMA Wellbeing Wallets have been saving babies' lives since 2014 and are currently distributed in over 100 NHS Trusts to complement the government’s strategy of halving stillbirths by 2025. The content on the wallet empowers parents with the Department of Health’s Safer Pregnancy messaging. The wallets (and now our Pregnancy Passports for digital Trusts) are usually given to expectant parents by their midwife at the booking appointment to protect the antenatal notes and aid discussions such as quitting smoking and reduced movements, elements of the NHS Saving Babies Lives care bundle.
We also offer an educational website with essential health information to empower parents with the symptoms of complications that need reporting to their maternity team without
4
Mums and Midwives Awareness Academy Company Number: 8606581 Report and Financial Statements
## **Report of the Trustees and Directors for the year ended 31 July**
## **2025**
delay. Our positive approach also supports bereaved parents throughout their next pregnancy, giving them the hope and confidence they need to feel in control of their care.
We also keep midwives up to date with current research and guidelines, as well as promoting new tools to help prevent stillbirths as they become available to ensure more babies arrive safely.
## **Overview of accounting activities in the year**
Income was significantly lower than last year due to a decrease in wallet sales from NHS Trusts. This is because the new Government has cut Maternity Service Development Funding from £95m to £2m, resulting in Trusts no longer having the budget to provide them to future families. We have therefore reviewed our strategy to grow distribution for next year.
Corporate support and restricted grants were also more challenging this year. Next year, we will employ dedicated part-time members of staff to focus on these income streams.
We received a grant for the second year from The National Lottery Communities Fund for our full-time Hospital Relations and Digital Communications Managers. This has enabled us to monitor changes in safe pregnancy advice and disseminate them as appropriate on our website, through social media, in our newsletters to health professionals and in our CEO presentations. They have also enhanced our website and social media to increase relevance and access for expectant parents at higher risk or with accessibility needs.
Due to our free reserves, accumulated from previous years, we will enter our next financial year in a positive position.
## **Key achievements in the year**
We worked hard this year to extend our reach into underserved areas by building relationships with NHS Trusts around the country and supporting them with safe pregnancy materials and information for their pregnant mothers and families.
## **Memory Wallets**
Our Memory Wallets for bereaved parents (who have suffered any gestational loss) are now being distributed within 25 hospitals nationwide. Since they launched in February, we have distributed 18,200.
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Mums and Midwives Awareness Academy Company Number: 8606581 Report and Financial Statements
## **Report of the Trustees and Directors for the year ended 31 July**
## **2025**
## **Rainbow Wallets**
Our Rainbow Wallets, for parents who are pregnant following a previous loss, are being distributed within 10 hospitals nationwide. Since they launched in February, we have sent out 5,000.
Understanding accurate and up-to-date baby loss statistics is crucial for improving maternity safety across the UK. Individual Trust’s stillbirth and neonatal death data for 2024 will not be publicly available until the end of 2026. To support maternity healthcare professionals, commissioners, researchers, and safety leads, we published these figures, using data obtained through Freedom of Information (FOI) requests. Our dedicated webpage provides the 2024 stillbirth and neonatal death rates by NHS Trust, along with each Trust’s 2023 figures for immediate year-on-year comparison.
## **Plans for future periods**
A 10-part podcast series for healthcare professionals, covering topics including fetal growth restriction, perinatal mental health, effective communication, equity in action, compassionate bereavement care, workforce resilience, and building a safer, fairer maternity system.
The podcast series will reach approximately 1,500 healthcare professionals per episode, delivering evidence-based, practice-focused learning on key drivers of preventable harm. By strengthening risk recognition, escalation, equity, compassionate care and learning from investigations, the series supports safer decision-making and contributes to lasting improvements in maternal and perinatal outcomes.
The London Ambulance Service assists in the delivery of around 800 babies annually. Paramedics attending home births sometimes encounter several logistical challenges that can affect the delivery of care, which include access and location challenges, inadequate and cluttered spaces and unclear communication. Together, we will create a homebirth checklist for midwives to discuss with parents when considering the practicalities. This will be embedded within our website as a resource for HCP’s to use, as well as on the parents section of our website, so they can review it in their own time when considering their birth plan options. This will help reduce access and logistical issues, meaning parents will receive the care they need in a more timely manner, reducing the risk of complications to both mother and baby.
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Mums and Midwives Awareness Academy Company Number: 8606581 Report and Financial Statements
## **Report of the Trustees and Directors for the year ended 31 July**
## **2025**
## **Structure, governance and management**
The charity is governed under the Articles of Association, dated 7[th] June 2013. There is a Board of Trustees that meet quarterly to discuss the charity's activities and objectives. There is a Chairman, Treasurer and Secretary. The Chief Executive Officer is entrusted to deliver the charity's aims on a daily basis and is accountable to the Board of Trustees. Her remuneration is set by the Trustees and reviewed annually.
All Trustees are provided with our Articles of Association, latest set of accounts, insurance summary and government guidance on becoming a trustee. They have access to all current policies and are required to complete a Fit & Proper Declaration Form prior to being invited to join the Board. The Trustees who served during the year were:
Mr R Meltzer (resigned 8[th] September 2025) Ms C Ulett (appointed 28[th] November 2024) Mrs L Alexander Mrs P Mugwani Ms A Bastianelli Mrs M Kamall
## **Risks**
The charity is subject to few risks. The Trustees ensure that appropriate safeguards are in place to mitigate these risks, such as reviewing the risk register on a regular basis. The charity ensures that it is made clear that any medical advice is to be discussed with a medical practitioner and the information we provide is for awareness purposes only.
## **Financial review and Reserves policy**
As of 31 July 2025, the charity carries forward funds of £257,811 (2024: £163,924), including cash of £147,759 (2024: £110,144). This includes a reserve cash fund of £30,000 (2024: £28,337), which covers at least three months staff salary costs, set aside in a separate business savers bank account, should the need ever arise to wind up the charity or emergency funds are needed to assist with cash flow in exceptional circumstances.
## **Responsibilities of the Trustees**
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Mums and Midwives Awareness Academy Company Number: 8606581 Report and Financial Statements
## **Report of the Trustees and Directors for the year ended 31 July**
## **2025**
Company law requires the Trustees to prepare financial statements for each financial year which give a true and fair view of the state of the affairs of the charitable company as at the balance sheet date and of its incoming resources and application of resources, including income and expenditure, for the financial year. In preparing these financial statements, the Trustees should follow best practice and
- Select suitable accounting policies and then apply them consistently
- Make judgements and estimates that are reasonable and prudent
- State whether applicable accounting standards and statements of recommended practice have been followed, subject to any departures disclosed and explained in the financial statements, and
- Prepare the financial statements on the going concern basis unless it is not appropriate to assume that the company will continue on that basis.
The Trustees are responsible for maintaining proper accounting records which disclose with reasonable accuracy at any time the financial position of the charitable company and to enable them to ensure that the financial statements company with the Companies Act 2006.
These financial statements have been prepared in accordance with the accounting policies set out in the notes to the accounts and comply with the charity’s governing document, the Charities Act 2011 and Accounting and Reporting by Charities: Statement of Recommended Practice applicable to charities preparing their accounts in accordance with the Financial Reporting Standard applicable in the UK and Republic of Ireland published on 16 July 2014.
The Trustees are also responsible for safeguarding the assets of the charitable company and hence for taking reasonable steps for the prevention and detection of fraud and other irregularities.
The Trustees are also responsible for ensuring that the Report of the Trustees and other information included in the Annual Report are prepared in accordance with Charity Law in the United Kingdom. The Trustees have complied with their duty to have due regard to the guidance on public benefit published by the commission in exercising their powers and duties.
**Ms A Bastianelli Chair of Trustees**
8
Mums and Midwives Awareness Academy Company Number: 8606581 Report and Financial Statements
## **Statement of Financial Activities (including Income & Expenditure Account) for the year ended 31 July 2025**
||||**Unrestricted**
**Funds**|**Restricted**
**Funds**|**Total**
**Funds**|**Total**
**Funds**|
|---|---|---|---|---|---|---|
||||**2025**|**2025**|**2025**|**2024**|
||**Notes**||**£**|**£**|**£**|**£**|
|**Incoming resources**|||||||
|**Incoming resources**
**from generated**
**funds:**|||||||
|_Voluntary income:_|||||||
|Donations|2||6,241|-|6,241|10,220|
|Grants & Trust Funds|||7,500|64,680|72,180|83,660|
|Corporate Support &
Sponsorship|||50,110|-|50,110|72,850|
|Bank interest|||1,397|-|1,397|554|
||||||||
|**Activities for**
**generating funds:**|||||||
|Wellbeing Wallets|2||181,630|-|181,630|232,242|
|Merchandise|||122|-|122|119|
||||||||
|**Total incoming**
**resources**|||247,000|64,680|311,680|400,389|
||||||||
|**Resources expended**|||||||
|**Costs of generating**
**funds:**|||||||
|Costs of generating
voluntaryincome|3||(60,937)|(26,574)|(87,511)|(100,669)|
|Support costs|3||(1,448)|(1,500)|(2,948)|(3,718)|
||||||||
|**Charitable activities**|3||(70,970)|(46,384)|(117,354)|(193,760)|
||||||||
|**Governance costs**|3||(7,159)|(2,821)|(9,980)|(13,141)|
||||||||
|**Total resources**
**expended**|||(140,514)|(77,279)|(217,793)|(311,288)|
|**Net movement in**
**funds**|||106,486|(12,599)|93,887|89,101|
||||||||
|**Reconciliation of**
**funds**|||||||
|Total funds brought
forward|||111,681|52,243|163,924|74,823|
9
Mums and Midwives Awareness Academy Company Number: 8606581 Report and Financial Statements
||**Total funds carried**
**forward**|||218,167|39,644|257,811|163,924|
|---|---|---|---|---|---|---|---|
The statement of financial activities includes all gains and losses in the year. All incoming resources and resources expended derive from continuing activities.
10
Mums and Midwives Awareness Academy Company Number: 8606581 Report and Financial Statements
## **Balance Sheet as at 31 July 2025**
|**Balance Sheet as at 31 July 2025**|||||
|---|---|---|---|---|
|||**2025**||**2024**|
||**Notes**|**£**||**£**|
||||||
|**Current Assets**|||||
|Cash at bank and in hand||147,759||110,144|
|Stock||2,231||2,287|
|Debtors|8|135,358||107,148|
|**Current Liabilities**|||||
|Creditors|9|(27,537)||(55,655)|
||||||
|**Net current assets and Net assets**||**257,811**||163,924|
||||||
|**Unrestricted Funds**|||||
|General Funds|10|**218,167**||111,681|
||||||
|**Restricted Funds**|10|**39,644**||52,243|
||||||
|**Total Funds**|11|**257,811**||163,924|
||||||
These accounts have been prepared in accordance with the provisions applicable to companies subject to the small companies’ regime.
For the financial year in question the company was entitled to exemption under section 477 of the Companies Act 2006 relating to small companies. No members have required the company to obtain and audit its accounts for the year in question in accordance with section 476 of the Companies Act 2006. The directors acknowledge their responsibility for complying with the requirements of the Act with respect to accounting records and preparation of accounts.
These financial statements were approved by the Trustees on 13[th] April 2026 and signed on its behalf by
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**Mrs A Bastianelli Chair of Trustees**
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Mums and Midwives Awareness Academy Company Number: 8606581 Report and Financial Statements
## **Notes forming part of the Financial Statements for the year ended 31 July**
**2025**
## **1. Accounting Policies**
The principal accounting policies are set out below. The accounting policies have been applied consistently through the year.
## **a) Basis of Preparation**
These financial statements have been prepared under the historical cost convention, on a going concern basis, and in accordance with Accounting and Reporting by Charities: Statement of Recommended Practice, Financial Reporting Standard 102 applicable in the UK and Republic of Ireland, taking advantage of the exemptions as set out in section 1A for small entities.
These financial statements have also been prepared in accordance with the Companies Act 2006, and the Charities Act 2011. The charity is a public benefit entity.
## **b) Fund Accounting**
Unrestricted funds are available for use at the discretion of the Trustees in furtherance of the general objectives of the charity.
Restricted funds are subject to restrictions on their expenditure imposed by the donor or through the terms of an appeal.
## **c) Incoming resources**
All incoming resources are included in the statement of financial activities when the charity is entitled to, and virtually certain to receive, the income and the amount can be quantified with reasonable accuracy. The following policies are applied to particular categories of income:
- Voluntary income is received by way of grants, donations and gifts and is included in full in the Statement of Financial Activities when receivable. Grants, where entitlement is not conditional on the delivery of a specific performance by the charity, are recognised when the charity becomes unconditionally entitled to the grant.
- Donated services and facilities are included at the value to the charity where this can be quantified. The value of services provided by volunteers has not been included in these accounts.
- Incoming resources from charitable trading activity are accounted for when earned.
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Mums and Midwives Awareness Academy Company Number: 8606581 Report and Financial Statements
## **Notes forming part of the Financial Statements for the year ended 31 July 2025**
## **d) Resources expended**
Expenditure is recognised on an accrual basis as a liability is incurred. Expenditure includes any VAT which cannot be fully recovered, and is reported as part of the expenditure to which it relates:
- Costs of generating funds comprise the costs associated with attracting voluntary income and the cost of trading for fundraising purposes.
- Charitable expenditure comprises those costs incurred by the charity in the delivery of its activities and services for its beneficiaries. It includes both costs that can be allocated directly to such activities and those costs of an indirect nature necessary to support them.
- Governance costs include those costs associated with meeting the constitutional and statutory requirements of the company and include the costs linked to the strategic management of the company.
## **2. Total incoming resources**
|**Donations and grants**
Fundraising & donations
Gift Aid
Grants & Trust Funds
Corporate Support &
Sponsorship
**Wellbeing**
**Wallets/Passports**
Merchandise sales
Bank interest|Unrestricted
Restricted
**Total**
Total
2025
2025
**2025**
2024
£
£
**£**
£
6,090
-
**6,090**
10,220
151
-
**151**
744
7,500
64,680
**72,180**
83,660
50,110
-
**50,110**
72,850
181,630
-
**181,630**
232,242
122
-
**122**
119
1,397
-
**1,397**
554|
|---|---|
||247,000
64,680
**311,680**
400,389|
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Mums and Midwives Awareness Academy Company Number: 8606581 Report and Financial Statements
## **Notes forming part of the Financial Statements for the year ended 31 July 2025**
|**3. Total resources expended**
**Costs of generating voluntary income**
Marketing & advertising
Fundraising
Corporate Funding Expenses
Grant Costs
Salary costs
Events
**Support costs**
Website
Consultancy
**Governance costs**
Office costs
**Charitable activities**
Wellbeing Wallets
Merchandise
Salary costs
**Total resources expended**|**2025**
**1,451**
**435**
**21,250**
**920**
**61,745**
**1,710**
**2,948**
**-**
**9,980**
**55,594**
**15**
**61,745**
**217,793**|2024
£
6,294
4,026
11,500
-
78,026
823
3,718
-
13,141
115,525
29
78,026|
|---|---|---|
|||311,288|
## **4. Net outgoing resources for the year**
There is no auditors’ remuneration payable as the charitable company is exempt from the scope of an audit due to its size. No payment was made for the independent examination.
## **5. Trustees Remuneration & Related Party Transactions**
During the year no Trustees (2024: none) were remunerated in their role as an employee of the company. Total remuneration of £nil (2024: £nil) was paid to them during the year. During the year, £nil (2024: £nil) was reimbursed to Trustees for travel costs incurred.
Heidi Eldridge was remunerated as Chief Executive to run the charity, authority for the payment was provided on the 15[th] November 2015 by the Commission under clause 7(1)(c) of the charity's governing document. No other Trustee or other person related to the charity had any personal interest in any contract or transaction entered into by the charity during the year.
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Mums and Midwives Awareness Academy Company Number: 8606581 Report and Financial Statements
**Notes forming part of the Financial Statements for the year ended 31 July 2025**
## **6. Staff costs and numbers**
Staff costs were as follows:
|Wages and Salaries
Social Security costs
Pension costs
Average no: of staff employed|**2025**
2024
**£**
£
**113,910**
147,017
**6,507**
5,623
**3,073**
3,412|
|---|---|
||**123,490**156,052|
|||
||**3.25**
4.0|
No employees received employee benefits of more than £60,000. The total employee benefits of the key management personnel of the charity were £57,513.
## **7. Taxation**
The charitable company is exempt from tax on income and gains falling within section 505 of the Taxes Act 1998 or s256 of the Taxation of Chargeable Gains Act 1992 to extent that these are applied to its charitable objectives. No tax charges have arisen in the charity.
## **8. Debtors**
|Amounts due within 1 year
Trade debtors
Prepayments
Other Tax & Social Security|**2025**
2024
**£**
£
**60,920**
71,950
**74,438**
35,198
**-**
-|
|---|---|
||**135,358**
107,148|
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Mums and Midwives Awareness Academy Company Number: 8606581 Report and Financial Statements
## **Notes forming part of the Financial Statements for the year ended 31 July**
## **2025**
## **9. Creditors**
|Amounts due within 1 year
Income received in advance
Accruals|**2025**
2024
**£**
£
**19,392**
38,874
**8,145**
16,781|
|---|---|
||**27,537**
55,655|
## **10. Analysis of net assets between funds**
|Current assets
Current liabilities
Net assets at 31 July 2025
**. Movement in funds**
At 31 July
2024
£
**Restricted funds**
52,243
**Total restricted funds**
52,243
**Unrestricted funds**
General funds
111,681
**Total unrestricted**
**funds**
111,681
**Total funds**
163,924|Current assets
Current liabilities
Net assets at 31 July 2025
**. Movement in funds**
At 31 July
2024
£
**Restricted funds**
52,243
**Total restricted funds**
52,243
**Unrestricted funds**
General funds
111,681
**Total unrestricted**
**funds**
111,681
**Total funds**
163,924|General Funds
Restricted Funds
**Total Funds**
£
£
**£**
245,704
39,644
**285,348**
(27,537)
-
**(27,537)**|
|---|---|---|
|||218,167
39,644
**257,811**|
|||Incoming
Resources
Outgoing
Resources
At 31 July
2025
£
£
£
64,680
(77,279)
39,644|
||52,243|64,680
(77,279)
39,644|
||111,681|247,000
(140,514)
218,167|
||111,681|247,000
(140,514)
218,167|
||163,924|311,680
(217,793)
257,811|
## **11. Movement in funds**
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Mums and Midwives Awareness Academy Company Number: 8606581 Report and Financial Statements
## **Notes forming part of the Financial Statements for the year ended 31 July**
## **2025**
The movement in restricted funds in the year were as follows:-
|Schroder Trust
Lottery Community Fund
National Lottery grant
National Lottery grant
Iolanthe Midwifery Trust
**Total restricted funds**|**At 31 July**
**2024**
**Incoming**
£
£
960
-
7,025
-
22,948
64,680
19,810
-
1,500
-|**Outgoing**
**At 31 July**
**2025**
**_Notes_**
£
£
-
960
_Royal Debry Passports_
(2,820)
4,205
_Rainbow Helpline_
(53,149)
34,479
_Staff salaries support_
(19,810)
-
_Memory & Rainbow Wallets_
(1,500)
-
_Website costs_
**(77,279)**
**39,644**|
|---|---|---|
||**52,243**
**64,680**||
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Mums and Midwives Awareness Academy Company Number: 8606581 Report and Financial Statements
## **Independent Examiner’s report to the Trustees of Mums and Midwives Awareness Academy**
## **Charitable Company**
I report on the accounts of the company for the year ended 31 July 2025, which are set out on pages 1 to 16.
## **Respective responsibilities of Trustees and Examiner**
The Trustees (who are also the directors of the company for the purposes of company law) are responsible for the preparation of the accounts. The Trustees consider that an audit is not required for this year under section 144(2) of the Charities Act 2011 (the 2011 Act) and that an independent examination is needed.
Having satisfied myself that the charity is not subject to audit under company law and is eligible for independent examination, it is my responsibility to:
- examine the accounts under section 145 of the 2011 Act
- to follow the procedures laid down in the general Directions given by the Charity Commission under section 145(5)(b) of the 2011 Act, and
- to state whether particular matters have come to my attention.
## **Basis of independent Examiner's report**
My examination was carried out in accordance with the general Directions given by the Charity Commission. An examination includes a review of the accounting records kept by the charity and a comparison of the accounts presented with those records. It also includes consideration of any unusual items or disclosures in the accounts, and seeking explanations from you as Trustees concerning any such matters. The procedures undertaken do not provide all the evidence that would be required in an audit and consequently no opinion is given as to whether the accounts present a 'true and fair view' and the report is limited to those matters set out in the next statement.
## **Independent Examiner's statement**
In connection with my examination, no matter has come to my attention:
- (1) which gives me reasonable cause to believe that in any material respect the requirements:
18
Mums and Midwives Awareness Academy
Company Number: 8606581
Report and Financial Statements
Independent Examiner's report to the Trustees of Mums and Midwives
Awareness Academy
to keep accounting records in accordance with section 386 of the Companies Act
2006 and
to prepare accounts which accord with the accounting records, comply with the
accounting requirements of section 396 of the Companies Act 2006 and with the
methods and principles of the Statement of Recommended Practice: Accounting and
Reporting by Charities
have not been met or
(2) to which, in my opinion, attention should be drawn in order to enable a proper
understanding of the accounts to be reached.
Louise Underwood FCA
17