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PUSH Relaunches with New Colours
The PUSH Campaign has entered its second phase—refined, re-energised, and ready to push for rights, women, and midwives harder than ever before. The International Confederation of Midwives (ICM) has relaunched PUSH as the global campaign for woman-centred care, advocating for midwives as the way to get us there.
PUSH remains bold, unapologetic, and driven by purpose—but it now carries a deeper visual identity. While the design style remains recognisably PUSH, the campaign’s colours have been refreshed to better reflect the values of feminism that sit at the heart of the movement.
The new PUSH branding introduces a thoughtful mix of purple, green, pink, white, and beige—colours long associated with feminist movements and collective action. Each one tells part of the story:
- Purple (or violet) has been used in feminist activism for over a century. It represents dignity, freedom, and solidarity, and is deeply tied to the history of women’s struggle for rights. Its use can be traced back to the early 1900s, when theWomen's Social and Political Union (WSPU) in the United Kingdom—one of the key groups in the suffrage movement—adopted purple, white, and green as their official colours. These colours were not only symbolic but also strategic, used in banners, sashes, and badges to unify and visually distinguish the movement. Their slogan, "Give women votes," was often paired with this colour scheme, and the phrase itself was a clever nod to the initials of the colours: Green, White, and Violet (GWV).
- Green symbolises hope. In early feminist movements, green stood for the hope of a better future—a vision of equality and justice that fuelled theirstruggle. Today, the colour has taken on new dimensions while retaining its original essence. It is widely recognised as the colour of the global fight forthe right to safe and legal abortion, a symbol that originated in Latin America and has since been embraced by movements around the world.
- Pink, particularly in its deeper tones, has become a colour of resistance and visibility. In many countries, like Mexico, it has been used to denounce femicides and gender-based violence. Since 2020 it also represents inclusion, especially for trans women and gender diverse people within feminist and healthcare spaces.
- White stands for ideals, fairness, and unity—a grounding force in the palette.
- Beige adds warmth and approachability, reminding us that this campaign is about more than systems and policies—it’s also about people. It reflects the empowering relationships between women and midwives and the partnership with women ips at the centre of midwifery care.
This evolution in the campaign’s identity is more than visual. It reflects PUSH’s continued growth—towards greater inclusion, stronger partnerships, and a deeper commitment to feminist principles. It acknowledges that our movement must be built on care, equity, and shared vision.
In 2023, a groundbreaking survey of over one million women sent a clear message: women want a healthcare system that prioritises respect, dignity, and holistic care. Their voices reaffirmed the need for woman-centred care(WCC)—and PUSH has evolved to meet this demand: launching the global campaign for WCC advocating for midwives as the way to get us there.
WCC is embedded in partnership, empowerment, choice, and respect, core principles of the Midwifery Philosophy of Care. Advocating for WCC and midwivesare two sides of the same coin.As we enter this new phase, PUSH continues to do what it does best: call for change, raise visibility, and bring diverse voices together to demanda better future.
Whether you’re a midwife, advocate, policymaker or ally, there’s a place for you in this movement. Become a Woman-Centred Care Champion and sign the PUSH Pledge. Help PUSH forward a future where every woman receives the care she deserves.
