Canadian Association of Midwives (CAM)
The Challenge:
The Canadian Association of Midwives (CAM) faced significant hurdles in advancing midwifery across Canada. Despite the growing recognition of midwifery's importance, CAM struggled with limited federal acknowledgment of midwifery as a distinct healthcare profession. This lack of recognition had far-reaching consequences, including the exclusion of midwives from crucial programs such as student loan forgiveness. At the federal level, midwifery lacked visibility and support, which hindered its growth and acceptance. Additionally, CAM recognized the need for improved media engagement and public awareness to educate Canadians about the vital role midwives play in maternal and newborn care.
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The Strategy:
To address these challenges, Ford Global Group implemented a comprehensive multi-year government relations and public affairs strategy. This approach began with extensive stakeholder mapping and engagement. The team conducted a thorough analysis of federal, provincial, and territorial governments to identify key decision-makers and influencers relevant to CAM's objectives. This process resulted in a comprehensive contact database, providing a solid foundation for targeted outreach.
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Strategic planning and advocacy formed the cornerstone of the approach. Ford Global Group created detailed Government Relations Plans with monthly calendars to ensure consistent and timely actions. They took the crucial step of registering CAM with the Office of the Commissioner of Lobbying of Canada, ensuring transparency and compliance in all advocacy efforts. The team prepared pre-budget submissions and targeted correspondence to key officials, articulating the value and needs of the midwifery profession. They also developed pledge letters and concise one-pagers for Members of Parliament, providing them with easily digestible information to support CAM's cause.
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High-level government engagement was a priority. The team coordinated meetings with key government stakeholders, allowing CAM to directly present its case to decision-makers. They secured parliamentary recognition through SO31 Statements, providing a platform for midwifery issues to be raised in the House of Commons. Additionally, they approached MPs to explore the possibility of introducing Private Member's Bills related to midwifery.
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Media and public relations efforts were crucial in raising awareness. Ford Global Group developed press releases for the International Day of the Midwife, leveraging this annual event to garner media attention. They identified and cultivated relationships with journalists interested in midwifery and reproductive health issues. To ensure CAM members could effectively communicate with the media, the team conducted media training sessions and created training videos for new members.
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Throughout the engagement, Ford Global Group maintained ongoing advocacy and reporting efforts. They provided regular updates to the lobby registry, ensuring all activities were properly documented. A monthly progress tracking a
and strategy adjustment system was established to keep the campaign agile and responsive to changing circumstances.
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Impact/Results:
The comprehensive strategy yielded significant results for CAM. In terms of parliamentary recognition, Ford Global Group secured SO31 Statements in both 2022 and 2023, delivered by MP Marc Serre and MP Arielle Kayabaga respectively. These statements brought midwifery issues to the forefront of parliamentary discussions.
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High-level government engagement was achieved through coordinated meetings with key stakeholders, including the Chief of Staff to the Minister of Employment & Social Development Canada. The team also secured ministerial video addresses for CAM's conference, further elevating the organization's profile.
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A major policy achievement was realized in 2024 when midwives were successfully included in the Student Loan Forgiveness Program. This accomplishment addressed one of CAM's primary objectives and represented a significant step forward for the profession.
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CAM's visibility increased substantially. The Minister of Health was arranged to speak at CAM's Ottawa Conference, providing a high-profile platform for midwifery issues. Media presence was enhanced through targeted journalist engagement, resulting in increased coverage of midwifery topics.
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Capacity building efforts included conducting media training for CAM members and developing training videos for new members. Ford Global Group also provided consultation for CAM's 2023 conference, ensuring the event effectively showcased the organization's mission and achievements.
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Ongoing advocacy efforts were maintained consistently throughout 2022 and 2023, with regular engagement with parliamentarians and government officials. This persistent approach kept midwifery issues on the political agenda and contributed to the overall success of the campaign.
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These achievements collectively demonstrate Ford Global Group's effectiveness in advancing CAM's objectives. By elevating midwifery's profile at the federal level and securing tangible policy changes, the strategy significantly increased support for the profession across Canada.
National Council of Indigenous Midwives (NICM)
The Challenge:
The National Council of Indigenous Midwives (NCIM) needed strategic support to grow its influence as the national voice for Indigenous midwifery and restore birth to communities across Canada. As a small but highly specialized council, NCIM was managing multiple relationships with federal decision makers, health system partners, and community organizations, but lacked the dedicated capacity to coordinate these efforts in a structured way. At the same time, they needed clearer data and public insight into how Canadians understood Indigenous midwifery, forced birth evacuation, and the importance of culturally safe, community-based care. NCIM sought a partner who understood both the political landscape and the lived realities of Indigenous and racialized communities, and who could translate that understanding into concrete advocacy tools, engagement plans, and evidence for long-term systems change.
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The Strategy:
Stakeholder and Government Relations: Ford Global Group worked with NCIM to organize and structure its outreach to governments, health authorities, and allied organizations. This included mapping key federal and provincial contacts, prioritizing which offices to approach, and preparing tailored briefing materials that clearly articulated NCIM’s role, asks, and impact. Meeting agendas, speaking notes, and follow‑up materials were developed to ensure every interaction moved NCIM’s policy goals forward, particularly around sustainable funding for Indigenous midwifery programs and education.
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Digital Marketing and Public Engagement:
Building on deep experience in digital advocacy, Ford Global Group designed a public-facing campaign to elevate awareness of Indigenous midwifery and collect meaningful data to support NCIM’s recommendations. Central to this was the design and execution of two national digital surveys on Indigenous midwifery, aimed at the general Canadian public. Targeted online ads and social media content drove people to the surveys, while campaign messaging explained why returning birth to Indigenous communities is essential for health, cultural continuity, and equity.
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Organizational Strategic Support:
As an experienced executive and consultant, the lead at Ford Global Group supported NCIM in clarifying priorities and sequencing its advocacy work. This included aligning outreach activities with NCIM’s broader vision, helping refine key messages for different audiences (government, media, community), and advising on how best to present the organization’s technical expertise and lived knowledge. The work complemented NCIM’s existing strategic directions, adding structure, timelines, and concrete engagement tools.
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Data Collection and Analysis:
The two national surveys generated both quantitative and qualitative insights on public perceptions of Indigenous midwifery, awareness of forced birth evacuations, and attitudes toward community-based, Indigenous-led care. Ford Global Group supported NCIM in analyzing this data and distilling it into clear findings and recommendations. These findings were then integrated into NCIM’s advocacy materials, presentations, and briefing documents, allowing the organization to speak not only from lived experience and expertise, but also from current, Canada-wide public opinion.
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Our Impact:
Expanded Engagement: Through coordinated outreach, NCIM was able to introduce its work and priorities to a broader range of policymakers, partners, and potential funders. The structured meetings and follow‑up helped position NCIM as the go‑to expert on Indigenous midwifery and community-based reproductive care and opened doors for deeper policy and funding conversations.
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Strengthened Advocacy Tools: The two national digital surveys provided NCIM with fresh, credible data to support its longstanding calls for investments in Indigenous midwifery and the return of birth to communities. The survey results strengthened policy briefs, funding proposals, and presentations, and gave NCIM a powerful evidence base to reference in high‑level discussions.
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Media and Public Visibility:
The digital campaign and survey promotion helped raise broader awareness of Indigenous midwifery among the general public, beyond existing supporter circles. The content developed through Ford Global Group’s support made it easier for NCIM to explain complex issues, like forced birth evacuation and colonial health policies, in accessible, compelling language across digital platforms.
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Long‑Term Strategic Alignment:
By combining stakeholder engagement, digital campaigning, and data‑driven advocacy, Ford Global Group helped NCIM align its day‑to‑day outreach with its long‑term vision of restoring birth to Indigenous communities. The tools, relationships, and evidence generated through this work will continue to support NCIM in advancing policy change, securing sustainable funding, and expanding Indigenous-led midwifery services across Canada.
