The magazine is produced by the Royal College of Midwives (RCM) and the cover reflects some of the questions on a RCM membership survey, for example, 'How can our RCM support you to deliver the best maternity services?' and ' What can our RCM do to keep your passion for maternity alive?'. Gail explains, "The large title dominates with the imagery sitting within a speech bubble, a sun indicating a bright future and various hospitals, care units, midwives on call, pregnant couples and young family representing all aspects of midwifery care."