The brand focuses on improving maternal health and safety, particularly concerning home births. It advocates for explicit warnings about the significant risks associated with home deliveries, emphasizing that these births should only be handled by experienced midwives, particularly when a mother has a complex pregnancy history. The organization highlights the challenges many expectant mothers face regarding access to reliable and safe home birth services. This often varies greatly by region, influenced by factors like provider shortages, education levels, and local regulations.

They aim to ensure that all mothers-to-be are informed about potential complications during home births, such as prolonged transfers to medical facilities in emergencies. The brand encourages open discussions between healthcare providers and expectant mothers to aid informed decision-making. While home births can be suitable for women with uncomplicated pregnancies, the brand stresses the importance of understanding the inherent risks for those with complex conditions or first-time mothers, advocating for care from qualified and confident birth attendants to improve outcomes.