The campaign by mums to ensure the Government makes midwifery care and birth the best experience it can be, for every mum. Association for Improvements in the Maternity Services. Primarily a support group for people having difficulty in getting or giving good sympathetic, personalised midwifery care. lobbying for the traditional role of the midwife and for insurance for independent midwives. a dynamic new organisation whose ultimate goal is to make a real difference to maternity care in England. a place for ALL pregnant women – regardless of their background, experience or choices – to come together and share experiences, thoughts, feelings and insight about childbirth. spreading positive birth experiences and offering free birth buddys. We want every woman to have a midwife that she can get to know and trust.