This campaign is based on the premise that, if UK citizens are informed about what organisers perceive as failures to protect women's rights to health worldwide, they will be motivated to demand that their government take action. Citizens are asked to inform themselves about the issues, figure out how to contact their Member of Parliament (MP), and then send a direct request (via a printed postcard) urging him or her to put pressure on Her/His Majesty (HM) Government. Citizen participants are asked, that is, to use their own political voice and rights to effect change: "As your elected representative, your MP is duty bound to respond to your request and take action on your behalf."

The tone of the campaign is incendiary; it is meant to ignite citizens to get actively involved. Campaign materials are printed in bold colours and use deliberately difficult-to-ignore phrasing. The 16-page action pack [PDF] includes 15 pages of information about what organisers call failed promises. One section indicates that, while 179 countries agreed in 1994 to bring sexual and reproductive health services to all by 2015, only 35% of the money promised by developed nations between 1996 and 2001 was delivered. In response to these and other figures laid out in this publication, organisers spur citizens to action with such catchy full-page headings as "Cold Shower - Sexual Abstinence", followed by a warning that "denying people's right to the information they need to protect their sexual health is a recipe for disaster". The final section of this document ("Role Play - Get It on with Your MP") asks people to get involved, directing them to telephone and online resources that will provide their MP's name and consituency address.

Citizens are then asked to download and mail a 2-sided postcard [PDF] to their MP. (Printed versions of the postcard and pack are available through the contact listed below). In an effort to mobilise and motivate, the postcard begins with a message, in all-capital letters, that reads "If you care about reducing global poverty and preventing the unnecessary suffering of hundreds of thousands of women and children each year, then ask yourself this question...Sex: What position should I adopt?" This provocative double entendre is followed by information, statistics, and a series of specific requests for the MP to carry out (including signing a motion, requesting that HM Treasure provide increased funding, and urging the Prime Minister to take a leadership role). It concludes by asking the MP to respond directly to the person making the request (citizens provide their street address and email), presumably to report back on which actions he or she has taken.

A "take action" page on the MSI website offers additional strategies for citizens to get involved in the effort - and to join forces with fellow citizens to increase participation. Downloadable letter templates specific to MPs, the Prime Minister, and the Chancellor of the Exchequer are provided. Other ideas, such as signing the SOS Declaration of Support or taking up the issues by organising discussions or debates at the local level, are offered. Organisers also encourage citizens to let them know how they have become involved in the campaign so that these ideas and experiences can be shared (on the website) with others.

Women, Children, Sexual and Reproductive Health, Health, Rights.

MSI states that, "Every minute of every single day a woman somewhere in the world dies as a consequence of being pregnant. That's 529,000 women every year - and almost all of them come from the developing world. Many of these deaths could be prevented if women had the support of a trained attendant, were able to give birth in hygienic conditions or were provided with access to contraceptive methods that enabled them to avoid pregnancy after pregnancy, which weakens them and makes them more vulnerable to complications."