PURPOSE:
To support the integration of Nurse Practitioners in Midwifery (NPMs) into India’s health system, White Ribbon Alliance India (WRAI), in partnership with the Ministry of Health and Family Welfare (MoHFW), led the development and rollout of a national branding and positioning strategy. The objective was to define the unique value proposition of midwifery-led care, shift public and professional perceptions, and position NPMs as key providers of respectful, compassionate, and high-quality maternity care.

DISCUSSION:
WRAI conducted immersive research across eight states, including nearly 50 in-depth interviews and focus group discussions with NPMs, mothers, nurses, obstetricians, and government stakeholders. Insights revealed the need to differentiate midwifery-led care through emotional connection, personalized support, and respectful care. These findings shaped a core brand essence anchored in three pillars: specialized care, woman-centric care, and compassionate care. Following early message testing, communication collaterals were developed to build emotional resonance and drive acceptance. These included: • A poster series highlighting themes like birth companions, birthing positions, continuity of care • A FAQ-style brochure explaining the NPM role and model of care • A short ad-film portraying the NPM-led maternity journey through emotive storytelling • Distinctive uniforms and signage to identify NPMs and Midwifery-Led Care Units (MLCUs) Post MoHFW approval, these materials were nationally disseminated and adopted by Midwifery Training Institutes and Midwifery-led Care Units.

EVIDENCE WHERE RELEVANT:
The NPM brand positioning strategy led to a notable increase in visibility, demand, and recognition for the cadre. Women began requesting NPMs by name and uniform, signaling growing public awareness. Frontline workers were sensitized to promote midwifery-led care in communities, while trust and acceptance among healthcare providers and users increased at facility and community levels.

KEY MESSAGE:
Aspirational branding of the NPM cadre that is making midwifery visible, aspirational, and trusted through strategic positioning and system-wide communication is driving the mainstreaming of midwifery-led care in India. Poster session 3 (Group B)