Our Moment of Truth?: A New Understanding of Midwifery Care is the American College of Nurse-Midwives' (ACNM) new public awareness initiative. Through this long-awaited truth-telling campaign, ACNM aims to re-introduce midwives and midwifery care as important options that should be the norm for women?s health care services in the United States. This multiyear initiative kicked off with a new Web site and national media outreach unveiling new survey findings around women?s health care perceptions.
This major strategic communications initiative has been one of ACNM's top priorities and is a multiyear project. Our overarching goal is to create a clear public image of who midwives are and what we do. Below is background information on how and why Our Moment of Truth? was created.
During the first phase of the project, ACNM leadership and members examined and updated the core identity statements for our organization?how we express who we are and what we are about as an organization and a profession. The outcomes of this phase were new ACNM identity statements, including a vision, mission, and core values.
The second phase involves developing a long-term public relations campaign that will compel US women to understand and value midwifery. We are in the process of creating new consumer-focused messages and an effective PR campaign to deliver them.
Updates on the ACNM PR project are published regularly in ACNM newsletters and e-mails to ACNM members. Browse the following resources for more project details.
Members-only webinar archive (View market research and specific campaign tactics)
Marketing Midwifery with Confidence and Clarity (Front Page, Quickening, Winter 2012)
Time for a Makeover (Leaders' Forum, Quickening, Winter 2012)
ACNM Unveils New Vision, Enhanced Mission, and Core Values (Leaders' Forum, Quickening, Spring 2012)