Roles: Impact Strategy, Creative Strategy, Partnerships, Site Strategy

Impact: Save Our Moms created a conversation about disparities in maternal health in the lead up to Mother’s Day 2019 and helped millions engage with new content and resources about how to support their family and friends.

More: The US is the most dangerous place in the developed world to give birth: between two and three women die every day due to complications related to pregnancy and childbirth. Over half of these deaths are preventable.

Four passionate Columbia University graduate students brought MTV and VH1 the idea to sound the alarm on this issue, and we collaborated with them to bring this campaign into the world.

We built the campaign around a provocative spot for MTV channels and digital that showed the power of support networks in helping save lives. We launched the campaign on Mother’s Day alongside an innovative resource hub that modeled what it looked like to be there for a mom.

In terms of call-to-action and resource development, this was one of the most challenging projects I’ve worked on. Given the numerous systematic barriers that create this problem, we needed to develop a creative way for our wide ViacomCBS audiences to engage with the campaign and support moms.

By the end of Mother’s Day, the Save Our Moms PSA had approximately 7M+ views and 180K+ total engagements across digital and was spotlighted in top media outlets including MSNBC, The New York Times and Complex. Every major maternal health organization shared the PSA. The campaign lives on as part of MTV’s Teen Mom.

Brand and graphics created by MTV Entertainment Design Group. Video directed by Minhal Baig and produced by Lena Waithe's Protest Art Productions. Site designed by Hyperakt. Advisors included Elizabeth Dawes Gay at Sisu Social Justice, Black Mamas Matter Alliance, and Every Mother Counts.