Globally, there is a lack of understanding about the importance of midwives in helping women to have a safe birth. In some countries, midwifery still struggles to achieve recognition as an autonomous profession. Moreover, poor employment policies and conditions can make the work of a midwife incredibly challenging.

Advocacy -the act of supporting a cause to effect change- within this context aims to improve social, political and economic conditions of midwives and the overall welbeing of society through certain methods including, but not limited to, strategic planning, cooperation with media and governments, as well as effective social media usage.