Image: The PUSH Campaign is the global campaign for woman-centred care, advocating for midwives as the way to get us there. Credit: International Confederation of Midwives
At a time when health systems are under increasing strain and solutions must address intersecting challenges across health, gender equality, climate and crisis, the role of midwives remains under-recognized and under-resourced. Yet global evidence shows that midwives are uniquely positioned to deliver high-impact, integrated care and strengthen system resilience. The International Confederation of Midwives (ICM) set out to elevate this evidence and catalyze action through the PUSH Campaign and the Unlocking Impact evidence brief, creating a clearer, more compelling case for sustained investment in midwifery as a systems-level solution.
Kinaura Partners worked alongside ICM and the PUSH Campaign to translate a complex and expansive evidence base into a focused, accessible narrative that could mobilize stakeholders across sectors. Drawing on our prior work across women’s health, gender equality, climate, and humanitarian contexts, we supported the development of campaign messaging, a social media toolkit, and a dissemination approach designed to build momentum and engagement. Through close collaboration with ICM and partners, and by leveraging our networks to broaden participation, we helped position midwives not only as providers of quality, respectful, professional care, but as leaders, advocates, and first responders within communities and crises alike.
This work contributed to a strong PUSH Campaign launch at the International Conference on Family Planning (ICFP) in Bogota, bringing together over 100 stakeholders and catalyzing early global engagement. The PUSH petition, launched alongside the brief, has since mobilized more than 23,000 supporters (as of March 2026) — reflecting growing alignment around the need to invest in midwifery. Together, the campaign and evidence brief are helping shift the narrative and strengthen the foundation for coordinated advocacy, ensuring that evidence translates into sustained visibility, investment, and action.
