Increasing awareness through targeted marketing

Full Congress Management | Registration & Abstract Management


An international confederation represents and works to strengthen professional associations of midwives globally. Attendees from 131 member Associations in 113 countries across every continent came together to achieve common goals in the care of mothers and new-borns during the Congress held in Toronto, Ontario.

The Congress presented a new agenda and challenges, beyond the 2015 Millennium Development Goals, for governments, health ministers, policy makers and local champions – but most of all for front line midwifery service providers and association partners who are committed to strengthening midwifery around the world.

Hosting over 4,200 midwives and stakeholders in maternal and newborn health, the Congress spanned for a full week with 26 parallel sessions, multi faith Ceremony and a specular march on the theme “The world needs more midwives now” through the city of Toronto.

Challenge & Solution

To advocate for the cause of midwifery and ensure international representation.

For the reason of promoting these initiatives, we accepted a record number of presentations to provide the most well rounded and robust scientific program to date.

MCI provided logistical and strategic services to produce an event that captured the energy of the midwives whilst drawing attention to midwifery and the issues they face in Canada and around the world.

To increase awareness, the congress was marketed to international healthcare providers and midwifery services to boost abstract submission and consequently exceed registration numbers.


  • 16031_verzameling pictogrammen_annual report deel 2 4,200 delegate attendance
  • Parallel 26 parallel sessions
  • Book World Record_3 +400 participants in guiness book of world records largest infant massage lesson
  • Photo_2 2,800 photos shared
  • 16031_verzameling pictogrammen_annual report 2,000 profiles created
  • Target_1 129% exceeded sponsorship targets