merck for mothers
“Women are not dying because of diseases we cannot treat… They are dying because societies have yet to make the decision that their lives are worth saving.” – Dr. Mahmoud Fathalla, Chair of the WHO Advisory Committee on Health Research.
Every two minutes a woman dies from complications related to pregnancy and childbirth. For nearly 10 years Merck for Mothers has been on a mission to change this and eradicate maternal mortality globally.
[With their partners they have been inventing new programs and solutions to ensuring that every woman can feel the joy of bringing new life into the world and not fear for her own.]
We began our work together in 2016 with the goal of inspiring new audiences to join them in the fight and still remain relevant among policy-makers and NGOs. What followed was a multi-year partnership that re-invented the way they presented their mission and work, elevated the issue in culture and invited a new coalition in.
We created All for Mothers, a platform to signify the universal motivation and collaborative approach of the initiative and began to revolutionize the voice and communications of the initiative.
As part of the new platform, we created an anthemic film, PUSH, to drive home the ambition of the initiative. Within days of launching this film became the most viewed video on Merck’s history garnering over 4 million views across channels.
A VR film took audiences on a journey to Uganda to experience first hand the impact midwives were having in small communities. The experience launched at Davos in 2017 and provided a memorable experience for policy makers and maternal health advocates.
In 2019, we turned our attention to the US where a woman in 1990 had a better chance of surviving childbirth than her own daughter does today. A new film REVERSE cast a powerful and necessary spotlight on the issue and a digital report did a deep dive on “The Mom Effect”.
The traditional annual report was replaced with multiple, episodic digital reports that combined both data and storytelling into a dynamic, interactive interface. The content we created is inherently sharable and broadly relevant, inviting new and unexpected audiences and feeding their communication ecosystem to create more consistency and relevancy throughout the year.
The issue of maternal mortality has reached unprecedented levels of public consciousness, and today Merck for Mothers has over 170 partners globally.