1. 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 Briefing Launch date: Monday, June 23, 2014 Venue: London School of Hygiene and Tropical Medicine Website - live 23.06.14: http://www.solution98.orghttp://www.solution98.org The Lancet Series on Midwifery Quality Maternal and Newborn Care

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. 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. ABOUT THE LANCET SERIES

4. 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 MESSAGES TO SHARE PRE-LAUNCH

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

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

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

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.orghttp://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/lancetmidwiferyhttp://j.mp/lancetmidwifery

10. 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 MESSAGE #1: NEED FOR CHANGE

11. 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 solution98.org MESSAGE #2: FOR EVERY WOMAN AND EVERY NEWBORN CHILD

12. 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 solution98.org MESSAGE #3: SKILLED CARE FOR ALL

13. 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 MESSAGE #4: NEW STANDARD OF CARE: THE NEXT STEPS

14. 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 solution98.org MESSAGE #5: A NEW STRATEGIC DIRECTION

15. 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 www.solution98.org SHOW SUPPORT

16. 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 http://www.livestream.com/lshtm LAUNCH EVENT STREAM

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.ukm.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.espetra.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 charlotta.liukas@m4id.fi T: +358-40-508-3548