Registered Charity
1 - 5 About us
Who we are
AIMS (Association for Improvements in the Maternity Services) was founded in 1960 by Sally Willington “to support women and families to achieve the birth that they wanted.”
Since the 1960s AIMS has campaigned tirelessly for improvements to the UK's maternity services, as well as supporting women and pregnant people, their families and others who support them both directly through our helpline, and by sharing information with our books, Journal and website resources.
In 2014 we became a registered charity with the slogan “There for your mother. Here for you. Help us to be there for your daughters.”
On launching our new website in 2017 we adopted the strapline ‘Women Supporting Women’ to reflect our roots and identity as a feminist organisation. As such we recognise the oppression of women in the maternity services and have fought against this for over 60 years.
Our culture and values
Our candle image has been the AIMS logo since the late 60s. It represents our commitment to change, no matter how large or small the change may be. "It is better to light a single candle than to curse the darkness.”
