As the deadline approached to renew their contract with the provincial government, the Midwives Association of BC knew they had to be proactive in garnering public support for their services in order to have a strong negotiating position. So, they approached limelitePR to provide expertise on raising awareness of midwifery practice in British Columbia, break stereotypes and clarify misconceptions. It was also deemed imperative to prepare midwives to become community advocates and spokespersons in order to keep the media and general public informed of the MABC’s contract negotiation.

We provided assistance in finding a professional negotiator to represent the Midwives at the bargaining table. We lead the midwives organization in a strategic planning process where we determined key messages, stakeholder groups, internal experts, PR tactics and information/statistics required. We developed a multi-pitch media campaign that promoted 1) the contract negotiation process and details with the government, 2) the benefits of midwifery to the health care system and first-hand experience from midwifery students and expectant moms.