From WhatsApp to National Platforms: How Digital Training Strengthened the Voice of Midwives in Lesotho

For years, the Independent Midwives Association Lesotho (IMAL) worked to advance safe motherhood, but with very limited visibility. Communication relied largely on WhatsApp groups, informal emails, and word of mouth. Midwives were active in communities, yet their collective voice rarely reached national decision-makers, partners, or the public. 

That changed through participation in ICM’s Lightful BRIDGE (Building Resilience in Digital Growth and Engagement) training programme. Through this programme, IMAL built new skills, modernised its online tools, and created a more sustainable way of working, not only in how it communicates, but in how it advocates, mobilises, and influences policy. The Lightful BRIDGE programme is a comprehensive six-month course designed to equip midwives’ associations with the digital skills and confidence needed to become more resilient and deliver greater impact. 

Building the Foundations for Visibility 

Through targeted digital training and a grant, IMAL built the tools it had never had before. The association launched its first official website, created professional email accounts under its own domain, established active Facebook and Instagram channels, and developed branded materials to strengthen its identity. 

These foundations transformed how IMAL communicated. The association could share its work publicly, engage partners directly, and communicate professionally with partners, midwives and communities. 

Turning Digital Skills into Influence 

The BRIDGE Programme focused on practical application, enabling IMAL members to immediately apply what they learned to their day-to-day advocacy and communications work. IMAL members learned how to use digital tools strategically for storytelling, advocacy, and outreach. 

Within months, IMAL’s Facebook community grew from just 34 members to more than 600. Posts began reaching hundreds of people, the association earned a “Rising Contributor” badge on social media, and stakeholders started reaching out directly through the website and email. This increased visibility led to interviews on national television, bringing midwives’ perspectives into the public conversation. 

From Online Platforms to Policy Tables 

Digital visibility opened doors that had long remained closed. Following online engagement and outreach, IMAL was invited to present its work to the Ministry of Health and secured a permanent seat in national technical working groups, including Maternal and Perinatal Death Surveillance and Response and Sexual, Reproductive, Maternal, Newborn, Child and Adolescent Health plus. Hospitals also began reaching out to collaborate on mentorship, training, and professional support. 

This shift marked a turning point. IMAL moved from being largely unseen to being recognised as a key contributor to maternal and newborn health discussions in Lesotho. 

Amplifying Community Campaigns 

Digital skills also strengthened IMAL’s community work. During the Perinatal Mortality Awareness Campaign at a local clinic, online promotion and documentation helped extend the reach of the campaign far beyond the clinic itself. Attendance exceeded expectations, messages travelled wider, and community stories resonated with a broader audience. 

Digital tools did not replace community engagement. They amplified it. 

Reclaiming the International Day of the Midwife 

One of IMAL’s proudest moments was reviving the International Day of the Midwife after several quiet years. Using digital platforms to organise and promote the event, IMAL mobilised support from the Ministry of Health, UN agencies, NGOs, nursing colleges, and midwives from across the country. 

The result was renewed visibility, unity, and recognition for midwives nationwide. 

Looking Ahead 

The Lightful BRIDGE Programme has equipped IMAL with skills it plans to sustain and grow. The association is committed to keeping its website active as an information hub, strengthening digital advocacy, engaging donors online, and building digital capacity within its leadership. 

IMAL’s experience shows what is possible when midwives are equipped with the right tools. From WhatsApp chats to national platforms, digital training has helped transform IMAL into a visible, confident, and influential voice for maternal and newborn health in Lesotho.