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This article provides a critical reflection on the experiences of the Bournemouth University Public Involvement in Education and Research (PIER) partnership in developing approaches to involving service users and user groups within midwifery programmes of education; an NMC requirement since 2009. Specific models and activities are explored, including using social media to consult with expectant and new parents; organising direct conversations between women, their families, academics and students to explore experiences such as grief and loss and the use of support networks during pregnancy; and developing digital resources to create real, in depth and meaningful case studies. Three key benefits to having meaningful and well supported involvement are identified: emotional impact and the opportunity to develop insight and resilience; knowledge impact and the opportunity to better understand the application of theory; and practical impact, which can lead to tangible changes to students' subsequent practice.