With a new CEO, the Royal College of Midwives wanted to give their members (midwives and maternity support workers) the opportunity to feedback how the RCM could support them professionally. Working with the RCM we produced the creative concept for their ‘The Big Conversation’ initiative identity. We devised a content plan, created web banners, emails, posters, a video, a campaign landing page, and social imagery resulting in a multi-channel launch of the initiative. We also created a survey and produced an analysis report of the findings.