Mouvement pour l’enfantement dans l’autonomie (The Movement) advocates for autonomy in childbirth and equitable access to quality maternity care.
After years of volunteer-led work, the organization secured its first funding in 2020, marking a milestone and organizational shift. With a professional team now in place, the new challenge was clear: how to transition from a grassroots movement into a scalable, structured organization. The Movement faced specific hurdles: the website created confusion, communications lacked consistency, and the message failed to engage audiences beyond its core community.
The Movement needed a modernized website, a clearly defined organizational roadmap, and a targeted plan to communicate the transformational changes to its audience.
The organization was referred to Tansley by a trusted collaborator and soon partnered with us to guide their transition. Before design or content, we focused on the foundation. The issue was structural, not digital. The mission was strong, but it hadn’t yet become a clear, accessible narrative. Tansley worked with The Movement to clarify positioning: how to maintain activist authenticity while reaching a wider audience, communicate expertise with precision, and craft a message that educates, inspires, and mobilizes at scale. Only once clarity was established did we begin rebuilding the digital ecosystem around it.
With a clear narrative in place, Tansley led a full transformation of The Movement’s digital ecosystem.
A redesigned website with intuitive navigation, a newsletter strategy that became the core communication channel, and a blog featuring in-depth articles positioned the organization as a trusted authority on autonomous childbirth. The integration of the Du cœur au ventre platform brought the mission to life, giving families a space to share their stories and be heard. Across newsletters, articles, and social media, a unified 360° strategy amplified the message and deepened engagement with The Movement.
Throughout the collaboration the goal was balance: preserving the Movement’s activist roots while introducing structure and sustainability.
Tansley developed a consistent content strategy with clear calls to action, supported by ongoing data collection and analysis using Tansley’s Ecometrics system. The monthly evaluation helped Tansley continually refine its strategy and improve its performance. Tansley curated the brand by developing, producing, publishing, and even repurposing all content across The Movement’s channels, extending reach and impact.
Today, as The Movement expands into new initiatives, including a provincial tour, it does so with a strong digital foundation and a sustainable, scalable communication plan. The collaboration proves that activist authenticity and mainstream accessibility can work together. When grounded in clarity, they become a powerful force for education, awareness, mobilization, and growth.
We’re proud to have partnered with Mouvement pour l’enfantement dans l’autonomie, achieving a remarkable 25% boost in website traffic and a 25% increase in time spent on the site—all without using paid advertising. Building on this momentum, the “Du cœur au ventre” testimonial platform transformed how stories were collected, shifting from occasional, difficult outreach to a steady flow of monthly submissions that deepen engagement and strengthen the organization’s mission.
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