Problem and Background Continuity of Midwifery Care (CoMC) has been a key priority area for Maternity Service Reform (MSR) since the inception of the National Maternity Services Plan in Australia in 2010. It is well known that CoMC models improve outcomes for mothers and babies, and midwives’ value and support working in these models. Widespread implementation of CoMC remains slow in Australia, and midwives’ ability and motivation to contribute to these models is unknown. Victoria is one of the most populous childbearing states in Australia and with a diminishing and stretched midwifery workforce, providing maternity services in line with reform recommendations is essential to ensure sustainability of the future maternity workforce.

Aim To explore the motivation and ability of midwives in Victoria to contribute to Maternity Services Reform, with a specific focus on promoting midwifery continuity models.

Method A qualitative descriptive design was used. Ten midwives participated in semi-structured individual interviews and one focus group. Interview data was analysed using thematic analysis.

Findings Four themes emerged around the motivation and ability of midwives in Victoria to contribute to MSR: ‘I’m trying, but it’s so hard’, ‘I don’t know how to contribute to maternity services reform’, ‘This is bigger than me’ and ‘Unleashing the full potential of midwifery’.

Discussion and Conclusion Midwives in Victoria support and are motivated to contribute to MSR and developing greater access to CoMC, however the majority felt unable to make an appreciable contribution and identified several barriers. Strategies identified to improve participants’ ability to contribute to MSR include: education on transforming maternity care, supportive leaders', successful interdisciplinary collaboration, and fostering a strong midwifery professional identity. The implementation of these strategies to enhance their motivation and ability to contribute to reform agenda will drive the implementation of CoMC improving maternal and infant outcomes and midwives’ role satisfaction.