Midwives Matter: How a story from Burundi shows the power of BRIDGE

Over the past year, Lightful and the International Confederation of Midwives (ICM) have supported Midwives Associations across Africa, South Asia and the Eastern Mediterranean to build their digital confidence through our BRIDGE programme. These organisations were starting from very different places, but all shared the same goal: to use digital tools to strengthen their voice, raise their visibility and advocate for better outcomes for women and babies.

Among the many stories we have heard, one stands out.

“This success came directly after completing the BRIDGE Programme”

Augustin Harushimana, President of the Midwife in Action’s Association (MAA) in Burundi, recently shared an update that captures exactly what BRIDGE is designed to unlock.

"The BRIDGE Programme truly strengthened our digital confidence and visibility as an association.

I’m happy to share that the World Health Organization (WHO) Burundi selected the Midwife in Action’s Association (MAA) to implement a project providing mobile clinic services for refugees from the Democratic Republic of Congo. This project runs from March to December 2025 with a total funding of USD 110,000.

One of the reasons MAA was chosen is that our digital platforms now provide strong visibility for what WHO Burundi and our team are accomplishing in the field. Many of the project’s activities are regularly shared on our online channels, allowing partners and communities to follow our impact in real time.

This success came directly after completing the BRIDGE Programme offered by Lightful Academy in partnership with ICM, which helped us improve our storytelling and digital engagement strategies.

Thank you again for your continuous support and for empowering us through BRIDGE - it has truly made a lasting difference."

Here is Augustin, in his own words:

Why this story matters

Stories like MAA Burundi’s are becoming more common across the BRIDGE community. Associations that once struggled with digital engagement are now using their strengthened skills to advocate for policy change, attract funding and connect with partners. For example...

• This Facebook post spotlights the Midwives’ National Dialogue on Prevention and Management of Postpartum Haemorrhage (PPH)
• This article covers the high-level meeting co-organised by the National Midwives Association of Uganda and the Ministry of Health
• The president of the Tanzanian Midwives Association recently posted a powerful video reflecting on their BRIDGE experience and what it has meant for their association and wider community

In her words: “What happens when midwives go digital? They become unmissable voices for change.”

How the impact compounds

This pattern is reflected in the programme data too. In the most recent BRIDGE cohorts:

• 63% of Midwives Associations created or updated a digital strategy.
• 67% ran a digital campaign during the programme.
• 78% of African MAs ended the programme at the most advanced digital stages.
• Many reported increased social media engagement, stronger stakeholder relationships and renewed confidence in advocacy.

But numbers only tell part of the story. The real impact is seen in outcomes like Burundi’s mobile clinic project, Kenya’s improved content quality, Yemen’s strengthened policy framework, or Uganda’s successful digital campaigns. These are practical, tangible steps forward for maternal and newborn health, driven by local associations who now feel equipped to tell their story and demonstrate their value.

What comes next

BRIDGE continues to evolve in partnership with ICM, and the community of Midwives Associations keeps growing in skills, confidence and collective ambition. Their progress shows what can happen when frontline organisations are supported to build their digital capabilities and share their impact with the world.

Augustin’s message is a simple one: digital storytelling is not a nice-to-have. In the right hands, it can open doors, strengthen trust and unlock new opportunities that directly improve health outcomes for women, babies and communities.

And that is exactly why BRIDGE exists.