How to connect with parents by using updated lamaze messages.

Lamaze International partnered with Edelman, an international public relations firm, to re-brand the organization through its messaging to elevate its relevance among key stakeholders. Sound primary and secondary research revealed new ways to communicate the Lamaze message to women, their families, and their care providers. Various tips and tools are presented in this article to enable childbirth educators, care providers, and birth advocates to communicate these new messages more effectively to parents.