Improving Maternity Services Maternity coalition - The Maternity Coalition Inc. (MC) is a national non-profit, non-political and non-sectarian consumer advocacy organisation. MC acts as an umbrella organisation to bring together support groups and individuals for effective lobbying, information sharing, networking and support in maternity services. MC believes in the importance of women uniting their efforts and sharing skills and resources to achieve beneficial changes in the health care system in the interests of improving birthing services.