Amercian College of Nurse-Midwives

While research demonstrates the critical role that midwives have in improving health outcomes for pregnant women and their babies, myths persist that midwives are simply “less qualified obstetricians,” uneducated or uncertified.  Because of these pervasive myths, the American College of Nurse-Midwives (ACNM) sought a public relations agency to raise awareness of the role of certified nurse-midwives and certified midwives in supporting healthy childbirth and the primary care they can provide for women from adolescence through menopause and beyond. 

To equip ACNM members to be advocates for the practice of midwifery, JPA worked with ACNM to develop the Ambassador Toolkit.  This online toolkit, available only to ACNM members, engages midwives across the United States to reach out to local media outlets in order to generate interest and awareness of local midwifery resources.
 
A key initiative from the JPA team was the development of www.DeliverMyBaby.org, an interactive online care provider “match tool.”  The online resource was developed to help close the gap between what women want in childbirth and the provider they choose to deliver the care.  The tool gauges attitudes and basic health information to give women an accurate sense of their care provider options, as well as further resources like provider interview questions and links to other organizations that provide information on healthy birth practices.   

Challenge

• Few women choose midwives in pregnancy, or as a primary care provider, despite research showing that certified nurse-midwives (CNMs) or certified midwives (CMs) provide equal or better outcomes in maternity care

Insight

• Audiences are receptive to hearing about the “holistic” approach of midwifery

Strategy

• Develop fun, interactive online quiz to help women understand why midwifery care is an option for them

Success

• Viral spread of the quiz via consumer blogs and social networking sites showcase, including Healthnewsdigest.com, About.com, Families.com, RH Reality Check, Raising Arizona Kids, Pampered Preggo, The Days of A Doula, Woman to Woman Childbirth Education, A Mother’s Instinct and status updates on Facebook.

Testimonial

In the U.S., midwives are a key part of improving maternity care – and healthcare overall – but our challenge is that too few people know this. Strategic communications is our top priority for advancing our mission. With creativity and careful use of our financial resources, Jones Public Affairs has been able to help us strategically isolate our key message and equip our members to be powerful ambassadors for midwifery. The agency effectively engaged key audiences through targeted media relations, which went a long way to addressing our immediate needs. 
—Lorrie Kline Kaplan, Executive Director, American College of Nurse Midwives