Solution 98

Developing a digital advocacy campaign for quality maternal and newborn care.
EIAM - Evidence Insight Action for Midwifery

Midwifery care is pivotal for every mother and every child. The quality and coverage of midwifery care are equally important for the health and well-being of women, their newborns, and their families. Midwives offer skilled, knowledgeable, and compassionate care across the continuum from pre-pregnancy to the early weeks of life.

Scope collaborated with Evidence Insight Action for Midwifery (EIAM) to develop a digital campaign to disseminate evidence for midwifery care globally and advocate for quality maternal and newborn care in health facilities. The resulting campaign, Solution 98, was based on research evidence from the Lancet Series on Midwifery, which provides guidance on how quality, patient-centred maternal and newborn care can be made available in all countries.


  • Worked with a global team of 35 researchers to design a digital communications strategy for the campaign.
  • Collaborated with award-winning illustrator Janine Rewell to visualise research findings and the Solution 98 midwifery care framework.
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