The Challenge

CAM needed a way to lead some of the most significant and complex conversations happening in midwifery today, conversations about practice, policy, equity, and the realities of the profession in Canada and abroad. They didn't just need a publishing channel. They needed a strategic home for these conversations, one that could strengthen their voice as a national association while genuinely serving their membership and the broader midwifery community.

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Our Approach

Bespoke Podcasts worked as an extension of CAM's team, combining communication strategy with production, from format development and scripting through recording, editing, and distribution. The result was a podcast designed not for vanity metrics, but for depth: episodes built to hold complex, necessary conversations and earn the full attention of a profession that doesn't have time to waste on content for content's sake.

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The series has included two episodes produced in French, reflecting CAM's commitment to serving its bilingual membership. With fourteen episodes complete, a third wave of episodes is now in production.

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The Impact

By the numbers:

• Launched June 2024

• 14 episodes to date

• 2 episodes produced in French

• 75%+ average listen-through rate

 

Beyond the numbers:

The podcast became a shared space for reflection, learning, and connection, not just within CAM but across the broader midwifery community in Canada and beyond. It connected the experiences of midwives here with those in other countries and contexts, building a sense of solidarity around challenges that don't stop at borders.

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Internally, the project gave CAM's staff a space to engage more deeply with complex topics and think carefully about the organization's role as a national voice. It strengthened their messaging, their thought leadership, and their ability to lead the conversations happening in their field.

 

For members, the impact was just as significant. Midwives connected the conversations directly to their own practice, their clients, and their communities, deepening their understanding of the impact of their work and the profession they'd chosen.

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"What the podcast created was bigger than any single episode. It became a home for the conversations our community needs most."

— Alex Wysocki-Najar, Communications Lead, Global / Responsable de communications mondial

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Why It Worked

A profession this size doesn't need a podcast that chases reach. It needs one that earns trust within a tight, engaged community, and a 75%+ average listen-through rate is exactly that signal. People weren't sampling the show. They were staying for entire episodes on complex professional topics.

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This is the result of pairing real production craft with real understanding of CAM's mission and members. Not a podcast built for content for content's sake. One built with intention. With episode fifteen and beyond now underway, the conversation keeps growing.