The brand focuses on elevating awareness around the critical issues surrounding home births, particularly the risks and complications that may arise. This initiative is driven by healthcare professionals who advocate for clearer communication and more stringent qualifications for midwives involved in at-home deliveries. The brand emphasizes the need for well-trained maternity caregivers to assist in home births, specifically for low-risk pregnancies, while highlighting that those with complicated medical histories should choose clinical settings for their deliveries.

As they address the growing trend of home births, they call attention to the discrepancies in the availability of safe home delivery services and the importance of informed decision-making for expectant mothers. Additionally, tragic incidents have underscored the necessity for better communication about birth risks and the immediate availability of medical care. Overall, the brand seeks to promote safe childbirth practices, ensuring families are well-informed of their options and supported by qualified professionals during such a significant life event