Angela Nguku is the driving force behind White Ribbon Alliance Kenya, championing Reproductive, Maternal, and Newborn Health (RMNH) from the lens of the user. A graduate midwife and a passionate advocate, her advocacy resonates deeply, pushing for the prioritization of the self-articulated needs of women, girls, and newborns and midwives in under-resourced regions. Angela played a critical role in the unprecedented and transformative What Women Want Campaign, emphasizing the ASK-LISTEN-ACT approach, which reshaped programming by centering on the articulated needs of end-users.