There is a growing concern internationally about the continued rise in birth intervention. Caesarean section rates continue to rise within the international arena. Women are losing confidence in the birth process being natural and safe and often exhibit moderate to high levels of fear during pregnancy. Simultaneously midwives are in danger of losing their role as the guardians of normal birth. This paper presents an easy to follow, evidence based framework that midwives can use at a personal or organisational level to promote normal birth and support women to move back to feeling excited anticipation about birth.