DESCRIPTION OF TOPIC:
Background: The Midwifery Association of Pakistan (MAP) participated in a training program, an initiative by ICM and Lightful BRIDGE Program, alongside EMRO region associations. Aimed at strengthening the digital capacity of midwifery associations, this six-month training helped MAP build resilience in digital growth and engagement. Objectives: To develop skills in advocacy, strategic communication, and digital marketing with the aim of strengthening MAP’s digital visibility, presence, and stakeholder engagement. Methods: The training covered audience mapping, digital strategy, social media evaluation, ethical storytelling, online advocacy, and campaign planning. MAP applied these skills through storytelling and digital campaigns, including updated website content, visual materials (videos, banners, flyers), active social media management, and expanded outreach for the International Day of the Midwife (IDM). MAP also secured a small grant to implement its strategy via online education, capacity-building activities, and IDM celebrations across far-flung areas.

RESULTS:
- MAP engaged key stakeholders, including the Ministry of Health, heads of midwifery schools, and the Director General of Nursing & Midwifery - Social media significantly increased engagement and visibility, with midwives, students, and faculty connecting via Facebook and Instagram. - Visual storytelling strengthened advocacy and amplified midwives’ voices online. - A creative campaign invited midwives to use customized display pictures on WhatsApp and Facebook during May, fostering unity during IDM. - MAP enhanced its digital footprint through cross-posting, tagging, and content sharing with partners like ICM and BRIDGE. Conclusions: MAP’s experience shows how digital communication and marketing can strengthen midwifery associations’ visibility, advocacy, and engagement across diverse settings. Key message: Strategic digital tools can empower midwifery associations to grow, connect, and advocate, even in the most remote areas.

RELEVANCE TO MIDWIFERY:
Strengthening digital skills empowers midwifery associations to enhance advocacy, visibility, and engagement. Through strategic communication and campaigns, MAP amplified midwives' voices, supported unity, and reached underserved communities, advancing recognition of the profession. Digital technology/AI 1 (including three-minute presentation competition)