Launching a Global Campaign to Champion Midwives

The International Confederation of Midwives (ICM) presented a bold vision. As part of their 10-year “Push” initiative to reduce maternal mortality and advance equity in global health, they needed a public-facing campaign and landing page that positioned midwives as critical healthcare leaders, not just support workers. Focused on advocacy, mobilization, and visibility, the campaign aimed to inspire global audiences while aligning with ICM’s strategy, partners, and purpose.

Working from the newly established “With Women” charity brand, the team translated the movement into a clear, compelling visual identity and campaign platform. The campaign needed to attract donors, unify stakeholders, and spark long-term recognition across multiple languages and markets. The creative concept was rooted in a simple belief: to protect the rights, autonomy, and health of women and newborns, the world must push for midwives. That idea became the name, rallying cry, and central theme of the campaign.

Visually, the campaign leaned into an earthy, authentic, and gender-neutral palette that felt human and rooted in lived experience. Inspired by real-world textures like watercolour, ink, and brushstrokes, the identity avoided sterile health aesthetics and instead prioritized warmth and realism. The core typography paired bold, expressive display type with approachable body copy, maintaining accessibility across digital and print environments. Illustration and photography guidelines emphasized real people, movement, and emotional connection. A flexible visual system was created for use across social media, signage, gear, and future campaign extensions.

The campaign’s digital home launched with a landing page, designed to introduce the initiative, explain the goals, and serve as a destination for fundraising and future content. While lightweight for its initial launch, the platform was structured to scale as the campaign grew, accommodating storytelling, calls to action, and multi-language needs.

“Push for Midwives” marked the first public-facing expression of the With Women brand. It set the tone for a global decade-long movement and served as a foundational tool for rallying health professionals, governments, and donors behind a shared mission. With a clear and inspiring message, the campaign helped shift the narrative around midwifery from one of support to one of leadership, making space for midwives to be seen, heard, and championed on a global stage.