There has been a midwifery media frenzy over the past 48 hours.
It has come on the back of the RCM’s call for 4700 new midwives to cope with increasing workload and birth rates.
There have been hundreds of articles, radio interviews, TV pieces and blogs covering the controversy.
The story peaked at about 9am on Thursday, when a different news outlet posted online coverage every 30 seconds.
The media has presented a united front over the midwife shortage story.
Almost every publication has focused on the line that there is a ‘dangerously high’ midwives shortage.
The story is one that a rarely united press has thrown its weight behind.
Cathy Warwick, RCM General Secretary, said: ‘This is a real problem in England.
‘We believe women should have the same choice over giving birth wherever they live.
‘Once you get to really critical shortfalls, maternity services won't be safe.’
The media storm has come after the RCM revealed that a 22% rise in births over 20 years has led to shortfalls across England.
Midwives have also said births are becoming increasingly complex due to growing numbers of obese and older mothers-to-be, who often need extra support.
The RCM has called for more midwives and said the prime minister has backed away from a pledge to raise numbers.
But the Department of Health said midwife numbers had risen and record numbers are being trained.
A DH spokesperson added that all mothers and their babies should expect and receive consistently excellent maternity care.
It is now hoped that those who have read, heard and seen the story will also sign the RCM’s
petition for more midwives.
It already been signed by more than 7000 people in just a few weeks, but the college is hoping to reach 100,000 by this time next year.
