Problem
The Canadian public has a limited understanding of who midwives are and what they do. This lack of awareness means Canadians aren’t advocating for increased investment in midwifery services, limiting the quality and accessibility of sexual and reproductive healthcare within Canada.
Objectives
Conceptualise and implement a public awareness communications campaign that demystifies midwifery and articulates midwives critical role in improving access to equitable sexual and reproductive health and rights (SRHR) in Canada’s public healthcare system.
Approach
Building off insights gleaned during a three-month research and discovery phase, we conceptualised a behaviour change campaign targeting key women of reproductive age and their families, as well as health practitioners. This multi-prong campaign included paid ad strategy, paid social strategy, influencer strategy, SEO and web re-design.
Outcomes
The campaign delivered over 1.35 million impressions, reached over 432,392 unique users, and generated 9,275 page sessions, including 4,405 engaged sessions. Additionally, the campaign led to 167 new email subscribers for Havingababy.co, providing a strong foundation for future outreach and engagement.
