Cannes Young Lions: Every Mother Counts
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CANNES YOUNG LIONS 2015 BRIEF:
Every Mother Counts is a nonprofit organization dedicated to making pregnancy and childbirth safe for every mother. Every Mother Counts informs, engages, and mobilizes new audiences to take actions and raise funds that support maternal health programs around the world.
Create a print ad that will build awareness of Every Mother Counts, create one call-to-action to engage the target audience to join Every Mother Counts and take catalytic action.
APPROACH:
In developing nations, young girls and women have to consider death as an outcome when giving birth. Yet in more developed countries, it is one of the most joyous periods of a woman's life. Experiencing joy during pregnancy is a privilege. Pregnancy is a scary medical condition that requires serious treatment. Just like your hairloss, or sleeping problem, right?
Print
Art Director: Kelly Hendrickson
Copywriter: Adia Betts
Body Copy:
If you are a young girl or woman in certain underserved regions and nations, you may be at risk of dying while giving birth. We know, it seems like an antiquated way to die, but childbirth takes the lives of about 300,000 mothers per year. These deaths take place where there is an absence of essential resources - resources which every woman with child should have seamless access to. Which means they are preventable. However, the truth of the matter is healthy, scare-free births are reserved for the few and the fortunate. Delivery-related deaths occur due to the lack of: basic equipment like gloves, soap, diapers, and feminine hygiene products; advanced supplies like IV fluids and sterilized equipment; electricity and sanitation facilities; access to cellular phones and other communication devices; and doctors, yes, doctors. Most women reading this have access to the majority of those items simply by reaching into their purse. But with Every Mother Counts, you may be able to keep these deaths at bay. By addressing education, transportation, and supplies, Every Mother Counts stops deaths before they even begin. Involvement with Every Mother Counts includes, but is not limited to, becoming an advocate, walking/running/cycling, recycling your old cell phones, volunteering and hosting a screening. Be sure to ask your conscience if your heart is strong enough for Every Mother Counts. If more than one woman dies every two minutes, stop what you’re doing and reconsider your obligations.