MIMS put forth an effort that was thorough, logical, and much needed in a part of the world that faces significant women’s health care issues and infant mortality rates. The agency brought in the many necessary components and players (government, pharma, physicians, etc.), and while the issues are sweeping, the messaging was succinct. The images used throughout the initiative were also impressive. Synthesizing the complexity of this issue was crucial, and the agency’s conference promotional materials succeeded at the task.