Globally, there is a shift in the maternal, newborn and child health agenda from an exclusive focus on survival to the inclusion of drivers for thriving and transformation. This shift is in line with the third Sustainable Development Goal – ensuring healthy lives and promoting well‐being for all at all ages – and the new Global Strategy for Women's, Children's and Adolescents’ Health (2016‐2030). Through research and development of norms and standards, the World Health Organization (WHO) is supporting this global agenda by outlining a vision for high quality care for all pregnant women and their newborns, throughout pregnancy, childbirth and the postnatal periods
