Hope in hard times.

In the face of challenging times, advocates for women and their families in maternal-child health care continue to promote evidence-based and mother-/baby-friendly care. What qualities allow childbirth educators, doulas, nurses, and perinatal care providers to keep going even when the health-care practices around them often do not match their values? This editorial explores the impact of recent trends in which increasing utilization of elective technology in maternity care may affect the individual commitment of childbirth advocates. Borrowing from research on successful advocates in other fields, the author speculates on both why and how childbirth advocates sustain commitment and how "we will prevail."