The charity will expand the International Day of the Midwife (5 May) into a week-long programme of fundraising and events.
It will publish statistics on the number of women who prefer to give birth in a birthing centre rather than a hospital. First-time mothers are being particularly targeted, along with midwives.
Stories on the daily activities of a midwife are being sold in to broadsheets and mother-and-baby press.
The organisation will also sell wristbands to raise money for midwifery in developing countries.