Our mission is to provide education and information to expectant and new parents, members of the public, and health care professionals on evidence based best practices for maternity care in Canada.  We wish to partner with researchers to discover parents’ experiences of maternity care and provide feedback on areas of improvement from a consumer standpoint.  As such, our mission is twofold:

1. to provide education and information to expectant and new mothers, other members of the public, and health care professionals on evidence-based best practices for maternity care.
2. to research and facilitate communication about mothers’ experiences of maternity care and practices of maternity care providers and how they can be improved

To improve maternity care for mothers and babies in Canada, so that every mother/baby dyad is provided the best environment and best support for physiological birth and optimum postpartum care, whether at home or in hospital, attended by a midwife, physician, or obstetrician, and whether low or high risk.  This focus on optimal environments and supporting the physiological process will thereby reduce the national cesarean section rate while maintaining Canada’s excellent maternal and neonatal mortality rates.  It will also nationally reduce rates of other interventions in low risk women to levels of homebirth midwives, resulting in healthier women and babies with fewer complications from the risks of interventions without negatively affecting health outcomes.

 Supporting the physiological process and improving breastfeeding education amongst health care professionals will also result in increasing the rate of both breastfeeding initiation and duration, decreased rates of postpartum depression in mothers, and increased short and long term positive health effects in babies.