The brand is a healthcare advocacy organization dedicated to enhancing the safety and awareness surrounding home births. Recognizing the rising complexities in maternal health, particularly among women with prior difficult deliveries, the organization emphasizes the importance of skilled medical supervision during home births. They are committed to addressing the uneven access to quality home delivery services, which can vary dramatically based on geographic location.

The organization draws attention to recent tragic incidents that highlight the potential risks associated with home births, urging medical professionals to provide clearer warnings about these dangers. They advocate for the involvement of well-trained midwives, particularly for high-risk pregnancies, and stress the ethical implications of having overworked birth attendants. The organization's mission includes fostering informed discussions between healthcare providers and expectant mothers, ensuring they comprehend the risks and necessary precautions for safe home birthing experiences.

This initiative is vital for reshaping perceptions and advocating for better maternal health care standards