The ACNM PR Project

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.

Phase I 

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.

View the new vision, mission, and core values

Read the announcement letter to ACNM members   

Phase II 

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.

Learn More

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)