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The Associations for Improvements in the Maternity Services (AIMS) is a registered UK charity which supports pregnant women and those who support them. It recognizes that for the majority of women, birth is a normal physiological rather than a medical event.

AIMS was founded in 1960 by Sally Willington (1931-2008) originally as the Society for Prevention of Cruelty to Pregnant Women. Since its foundation, AIMS’ motto has been ‘It is better to light one small candle than to curse the darkness.’

In the past 60 years, some of the campaigns which AIMS has successfully supported have included: more hospital beds for the minority of women who really needed hospital delivery, women’s right to have their partner accompany them during labour and birth, and reducing the frequency of routine episiotomies and medically induced labour. AIMS continues to works with women on many issues that are covered by Human Rights legislation. Current campaigns include promoting continuity of midwife led care and raising awareness about increasing caesarean rates and lack of research into routine technology such as ultrasound.

AIMS is a membership organisation which is entirely volunteer led and run and its activities include running a dedicated helpline, publishing a quarterly journal, and campaigning for better maternity services locally and nationally. AIMS also publishes books on current birthing issues which particularly highlight evidence based care and quality research. In additional AIMS also participates in consultations with official bodies such as NICE and lobbies the government on childbirth issues.

AIMS has networks in Wales and Scotland as well as a sister organisation AIMS Ireland.