For journalists, researchers, and partners
Everything you need to describe AUREA accurately in editorial coverage, research citations, and partner references. We are happy to provide additional context on request.
Boilerplate copy
Three lengths — pick the one that fits your format.
Short (50 words)
AUREA Doula Alliance is an independent professional initiative developing draft education standards, ethical guidance, and a proposed public registry for postpartum and newborn care. It is currently in formation and does not issue credentials.
Medium (100 words)
AUREA Doula Alliance is an independent professional initiative developing a voluntary, community-informed standard for postpartum and newborn-care training. The alliance is building draft standards across ten domains — including newborn care, postpartum recovery, communication, and ethics — and a proposed public registry that would make training-completion records independently verifiable. AUREA does not currently certify, license, or regulate the practice of doula or newborn care, and does not approve or accredit any training provider during its in-formation period.
Long (200 words)
AUREA Doula Alliance is an independent professional initiative working to make competence in postpartum and newborn-care visible, recorded, and accountable. The field of postpartum and newborn support is currently served by a wide range of training organisations, each with its own curriculum, assessment, and renewal requirements — and no shared baseline that families, employers, or peers can use to compare training. AUREA is developing, in the open, a draft ten-domain professional standard covering Foundations, Newborn Care, Postpartum Recovery, Family & Home, Communication, Safety & Infection Control, Ethics, Assessment, Continuing Education, and Public Record. The alliance is also prototyping a proposed public registry in which training-completion records can be verified independently of the issuing provider. AUREA is being developed as a legally and operationally separate initiative from Luran, a related commercial training provider associated through a common founder. No training provider is currently approved, accredited, or endorsed by AUREA. AUREA does not currently issue professional certifications or credentials.
Brand assets
Use the wordmark "AUREA Doula Alliance" on first mention; "AUREA" on subsequent mentions in the same piece. Do not modify the logo colours or proportions.
Key facts
- Founded: 2026, by a small editorial team associated with the Luran training initiative.
- Status: Independent professional initiative, currently in formation. Not a registered nonprofit, government agency, or accreditor.
- Scope: Postpartum and newborn-care training standards and a proposed public registry.
- Geography: Standards drafted for global applicability, with priority use cases in the United States.
- Languages: English first; Chinese version in planning (中文版筹备中).
- Website: aureadoula.org
Media contact
Press inquiries: press@aureadoula.org
We aim to respond within two business days. For interviews or background on the in-formation period, please include your publication, deadline, and the specific angle of interest.
Style guide
- First mention: "AUREA Doula Alliance"
- Subsequent mentions: "AUREA"
- Always: describe as "in formation," "draft," or "proposed" when referring to its outputs
- Never: describe AUREA as an accreditor, certifying body, or credentialing authority in the present tense
- Never: imply that AUREA has approved, accredited, or endorsed any training provider
- For Luran: describe as "a related commercial training provider associated through a common founder"