We worked with a multi-stakeholder group of maternal health partners to conceptualise a global campaign designed to dramatically improve the status and funding of midwives over a ten-year period. Leveraging data, storytelling and artivism, the campaign drove awareness of midwifery care among new audiences creating a powerful narrative that highlighted their crucial role in advancing birth justice and gender equality more broadly.
Problem
Despite the evidence of impact – Midwives are historically under resourced and undervalued in health systems and health decision making – leading to preventable maternal and newborn deaths.
Objectives
The aim of the campaign was to increase the recognition and support for midwives among new but receptive audiences to shift public perceptions around midwifery globally and promoting their major organisational moments.
Approach
The campaign centered around creative activations in key spaces, such as women’s rights conferences and key policy fora. This was supported by developing a strong brand identity and ongoing digital campaigning leveraging creative storytelling to drive content and evidence sharing online with mass audiences.
Outcomes
Our campaign successfully mobilised a groundswell of supporters – with 60% of our audience coming from outside the health sector- to share PUSH messaging and campaign assets. Through Artivism and an aligned digital campaign complement, we amplified the crucial role of midwives, reaching thousands and creating impactful, engaging content.
- Over 10,000 campaign supporters regularly engaged in sharing PUSH messaging and campaign assets. 60% of audiences were outside of the health space.
- We partnered with WOW Pakistan festival to host an exhibition on the work of midwives in the region, reaching over 20,000 people.
- In collaboration with award-winning film makers, we created a short documentary on the work of midwives during Pakistan’s floods.
- We curated an interactive mural at Women Deliver 2023 to capture issue priorities and data from 6000 delegates for targeted follow up campaigning connecting midwifery to issues people care about.
