The brand focuses on patient advocacy within the maternity care sector, particularly highlighting the complexities and risks associated with home births. Their mission is to provide expectant mothers with essential information and clear advisories regarding the potential hazards of delivering in domestic settings. Amid an increasing number of high-risk pregnancies, they emphasize the necessity for skilled birth attendants to ensure safety during home deliveries.

The brand also aims to raise awareness about varying access to reliable home birth care, which can be patchy due to workforce limitations and differing training standards. They advocate for informed decision-making, encouraging healthcare professionals to engage in open dialogues with patients about the risks of home childbirth, especially for those with prior complications. The organization stresses that only experienced caregivers should attend these deliveries and that hospitals remain the safest option for women with complex medical histories.

Through their efforts, they aim to enhance maternity care safety and improve outcomes for both mothers and infants