The time to push is now.
What we did
- Marketing Strategy
- Content Creation
The New Zealand College of Midwives has been working with the Ministry of Health for over four years to resolve resourcing issues for community midwives.
The proposed solution includes implementing a revised funding model, fair and reasonable pay, and developing an organisation dedicated to supporting community midwives.
Publica teamed up with the College to lift public awareness of the working conditions that affect New Zealand’s babies, mothers and midwives. Focusing on the backbone of the woman’s pregnancy process, the #BackMidwives campaign was born.
With a rallying call that urged users that “the time to push is now”, our team created a social media campaign that showed the rawness involved from all sides. Real images, real midwives, real relationships – this digital campaign brought together different perspectives to resonate with different target audiences.
After overwhelming media interest, the campaign brought in over 5,000 signatures in the first 24 hours and 10,000 in the first three days. An ever-continuing conversation, we’re watching to see just how high the impact of this campaign will reach.