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Preliminary Social Media Toolkit for Partners #LancetMidwifery Launch

The Lancet Series on Midwifery Quality Maternal and Newborn Care. Preliminary Social Media Toolkit for Partners #LancetMidwifery Launch Thank you for participating in the launch of the upcoming Lancet Series on Midwifery publication.

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Preliminary Social Media Toolkit for Partners #LancetMidwifery Launch

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  1. The Lancet Series on Midwifery • Quality Maternal and Newborn Care • Preliminary Social Media Toolkit for Partners • #LancetMidwifery Launch • Thank you for participating in the launch of the upcoming Lancet Series on Midwifery publication. • This document provides information about the Series launch and presents ways in which your organisation can participate in the social media outreach. Launch: Lancet Special Series on Midwifery Technical BriefingLaunch date: Monday, June 23, 2014 Venue: London School of Hygiene and Tropical MedicineWebsite - live 23.06.14: http://www.solution98.org

  2. KEY INFO • Social Media Profiles • Overall hashtag: #LancetMidwifery • Twitter account: http://www.twitter.com/MidwiferyAction • Facebook: http://www.facebook.com/MidwiferyAction • Materials: • A downloadable toolkit with graphics and content is available on Dropbox • http://j.mp/lancetmidwifery

  3. ABOUT THE LANCET SERIES • Provides a framework for quality maternal and newborn care that firmly places the needs of women and their newborn infants at its centre. • Models the lives saved through an efficiently and effectively delivered the package of midwifery care. • Highlights country experience with strengthening health systems and deploying midwives • Provides guidance on how quality maternal and newborn care can be made available in all countries • The Series will be launched at the London School of Hygiene and Tropical Medicine in front of a national and international audience and web-streamed via http://www.livestream.com/lshtm • COMMUNICATION OBJECTIVES • Disseminate key findings to health professionals, policy makers, stakeholders and media • Present the Framework for Quality Maternal and Newborn Care, using social media and a visual communication approach. • Raise awareness of Midwifery as the evidence-based model for comprehensive quality maternal and newborn child care. • FOLLOW-UP CAMPAIGN IN BRIEF • Successful global public health movements have always been about setting standards, presenting a new standard of care. • Quality midwifery care, coined Solution 98 for the general public targeted messaging (referring to 98% of maternal deaths being preventable as a communication entry point), seeks to create a global movement in support of midwifery. • This campaign component will be launched in the fall, after the Lancet Series launch, and will present a set of information and activation features for the general public.

  4. MESSAGES TO SHARE PRE-LAUNCH • These are sample tweets / Status updates that may be used between now and June 23rd in social media communication around the event. • Please use #LancetMidwifery in all communication about the Lancet Series on Midwifery • Lancet Series on Midwifery calls for a new strategic direction for maternal and newborn child care - published June 23 #LancetMidwifery • The essential needs of childbearing women and newborns are the focus of the new #LancetMidwifery series, out 23/6 • #LancetMidwifery presents an evidence-based framework for action on what #pregnant women and #newborns need - research out June 23 • #LancetMidwifery informs of new measures to identify and tackle systematic barriers to #midwifery. The series is launched on June 23rd • #LancetMidwifery to address role of #midwifery in the world today, challenging current #MNCH thinking • Lancet: World faces preventable maternal, neonatal deaths & overuse of unnecessary, costly, harmful medical interventions #LancetMidwifery • We know the care women and newborns often receive - do we know what they need? #LancetMidwifery to present an evidence-based framework for care • #LancetMidwifery: Inter-professional rivalries, low status of women, poor understanding of #midwifery amongst systematic barriers identified • #LancetMidwifery article on strengthening systems to support #midwifery in high #maternalmortality countries looks at #Brazil #China #India • #LancetMidwifery: Midwifery is critical to reaching national and international goals and targets in #RMNCH, now and #post2015 • What childbearing women want? To be healthy, safe, supported, respected, and give birth to a healthy baby that can thrive #LancetMidwifery

  5. PRE-LAUNCH IMAGES • The above graphic may be used when communicating about the Lancet Series on Midwifery launch. • Preferably together with the hashtag #LancetMidwifery

  6. PRE-LAUNCH IMAGES • The above graphic may be used when communicating about the Lancet Series on Midwifery launch. • Preferably together with the hashtag #LancetMidwifery

  7. PRE-LAUNCH IMAGES • The above graphic may be used when communicating about the Lancet Series on Midwifery launch. • Preferably together with the hashtag #LancetMidwifery

  8. The following materials are embargo’d • until Monday, June 23rd, 9 am CET. • The following messages and accompanying images are for sharing from June 23rd onwards. • Please use the #LancetMidwifery hashtag and/or url http://www.solution98.org

  9. The Lancet Series on Midwifery images - these may be used freely in communication. Please always link the website or #LancetMidwifery • High resolution images available: http://j.mp/lancetmidwifery

  10. MESSAGE #1: NEED FOR CHANGE • Post/Tweet • Maternal, infant health challenges differ worldwide, yet need for change is common to all countries #LancetMidwifery solution98.org • Post/Tweet • Why midwifery? Need to bring in a holistic standard of care #LancetMidwifery solution98.org • Post/Tweet • Lancet: World facing double jeopardy: over-medicalization on one hand and poor quality care on other #LancetMidwifery

  11. MESSAGE #2: FOR EVERY WOMAN • AND EVERY NEWBORN CHILD • Post/Tweet • #LancetMidwifery: new framework places women and newborns at the centre of care; solution98.org • Post/Tweet • Midwifery care for whom? For every woman and #everynewborn! Read the research: midwiferyaction.org #LancetMidwifery #SoWMy2014 • Post/Tweet • Focus on #MomAndBaby: strengthening mother’s capabilities is essential for baby's wellbeing #LancetMidwifery solution98.org

  12. MESSAGE #3: SKILLED CARE FOR ALL • Post/Tweet • Investing in #midwives can improve quality of care in all contexts. Read about the #LancetMidwifery research: solution98.org • Post/Tweet • Investment in #midwives, their environment, education, regulation and management improves #qualityofcare for all #LancetMidwifery • Post/Tweet • Skilled, knowledgeable and compassionate care is the focus of the #LancetMidwifery research. Read on: solution98.org

  13. MESSAGE #4: NEW STANDARD OF CARE: • THE NEXT STEPS • Tweet/Post • Midwifery is critical for providing high-quality maternal and newborn care for all women and newborn infants worldwide #LancetMidwifery • Tweet/Post • Implementing Midwifery: The new standard of care #LancetMidwifery solution98.org • #LancetMidwifery #Solution98 Essential contribution to the post-2015 agenda

  14. MESSAGE #5: A NEW STRATEGIC DIRECTION • Tweet/Post • #LancetMidwifery Series: Introducing new strategic direction for quality maternal and newborn care. Learn more: solution98.org • Tweet/Post • #LancetMidwifery: Midwifery matters now more than ever. Join the cause: midwiferyaction.org #midwifery #maternalhealth • Tweet/Post • Midwifery brings positive impact on health, psychosocial, and resource-use outcomes, #LancetResearch finds: solution98.org

  15. SHOW SUPPORT • In addition to the visual and text based materials on the campaign web-sites, the site will offer an activation feature through which people can show support for the need to include and implement Quality Maternal and Newborn Care as a part of the post-MDG Development Agenda. • Tweet / Post • Support the new framework for high-quality maternal and newborn care. Sign the petition now www.solution98.org #LancetMidwifery #Solution98

  16. LAUNCH EVENT STREAM • The LSM launch event will be hosted at the the London School of Hygiene and Tropical Medicine. • The web stream will be available on Monday, June 23rd, 10 a.m BST onwards • Webstream: http://www.livestream.com/lshtm • Tweet / Post • Follow live the launch of #LancetMidwifery - a new direction high-quality maternal and newborn care. http://www.livestream.com/lshtm

  17. Contact • For questions on the Lancet Series on Midwifery, please contact • Mary J Renfrew RM PhD FRSE • Principal investigator, Lancet Series on Midwifery • Mother and Infant Research Unit (MIRU), University of Dundee • E: m.renfrew@dundee.ac.uk • T: +44-1382 388664 • Petra ten Hoope-Bender, RM MBA • Coordinator, Lancet Series on Midwifery • Instituto de Cooperación Social Integrare • E: petra.tenhoope@integrare.es • T: +41-79-682-0090 • For accessing and using the materials and artwork, please contact • Charlotta Liukas • Digital Media & Campaigns, M4ID • E: charlotta.liukas@m4id.fi • T: +358-40-508-3548

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