COPE is dedicated to improving the emotional wellbeing of parents before and during pregnancy, and the year following the birth of a baby.COPE is Australia's peak body in perinatal mental health, providing support to mothers and families during the journey of parenthood.

Core values

- The campaign addresses significant societal needs and issues, such as the emotional and mental health challenges associated with infertility, childlessness, and postpartum psychosis[1].
- It aims to reduce the impacts of these challenges, which can be debilitating and devastating, and often lead to feelings of isolation and stigma[1].
- The campaign provides hopeful, expectant, and new parents with honest and clear information, and offers quality support and referral pathways[1].
- It promotes positive change by raising awareness, improving the lives of families affected by these issues, and reducing the stigma associated with mental health problems in the perinatal period[1].
- The campaign also acknowledges and addresses the additional challenges posed by the COVID-19 pandemic on new parents[1].