How can the professional midwifery advocate demonstrate value to the service, organisation and profession?

Negative workplace cultures within maternity services have been a theme over the last few years and the impact for women and their families, and for the midwifery profession, has been damaging. In this article, the Professional Midwifery Advocate (PMA) has been identified as a conduit through which these challenges can be addressed, through the utilisation of the A-EQUIP (Advocating for Education and Quality Improvement) model.

Leadership from the PMA, supporting and advocating midwives to identify concepts of personal action for quality improvement collectively, can create positive change by engaging midwives in the rejection of poor practice and supporting collaborative approaches to providing professional care.