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MTV joins forces with Lena Waithe, Christy Turlington Burns’ Every Mother Counts, Black Mamas Matter Alliance to sound alarm on maternal mortality
MTV joins forces with Lena Waithe, Christy Turlington Burns’ Every Mother Counts,Black Mamas Matter Alliance to sound alarm on maternal mortality
As Mother’s Day Approaches, ‘Save Our Moms’ Campaign Launches
Across MTV and MTV News on All Platforms
New York, NY – May 9, 2019 – In response to the shocking rise of maternal mortality in the U.S., MTV – the brand that created the “16 and Pregnant” franchise, which helped reduce teen pregnancy – as well as Emmy® Award-winner Lena Waithe, Christy Turlington Burns’ Every Mother Counts, and the Black Mamas Matter Alliance are joining forces this Mother’s Day to provide life-saving resources for expectant mothers, their friends, and families. In the past 30 years, deaths from pregnancy-related complications in the have doubled in the United States. Today, it is the most dangerous place in the developed world to give birth.*
Kicking off today, the “Save Our Moms” campaign will activate across MTV and MTV News on all platforms with original content and educational resources, articles and op-eds, and talent testimonials. The centerpiece of the campaign will be an original video piece directed by “HALA” filmmaker and Sundance Film Festival sensation Minhal Baig and produced by Waithe’s Protest Art Productions.
“Every mother deserves the right to go home with their child,” said Waithe.
This campaign was inspired by three students from Columbia University’s School of International and Public Affairs – Maria Jose Diaz, Justine LaVoye and Jenise Ogle – who pitched MTV leadership on their idea to leverage the brand’s platforms as a way to shine a bright light on this overlooked crisis.
“It’s shocking that the U.S. is the most dangerous place in the developed world to give birth,” said Chris McCarthy, President of MTV. “The positive news is that 60% of these deaths are preventable and that’s why we launched this campaign.”
Elements of the “Save Our Moms” campaign will include:
- PSA
- Produced by Waithe’s Protest Art Productions
- Helmed by Sundance maverick Minhal Baig and narrated by Waithe
- Airing in primetime on MTV and its suite of brands, appearing across all platforms with a combined reach of more than 700 million
- Digital action hub (mtv.com):
- Joint effort between MTV, Every Mother Counts and Black Mamas Matter Alliance
- Provides educational resources for expectant mothers and their partners, friends and families
- MTV News and talent activations:
- MTV News will include short features and op-eds to raise awareness
- Marquee MTV talent will throw their weight behind the campaign, sharing personal stories
- The U.S. is the most dangerous place in the developed world to give birth.
- Every day, 2-3 women die in the U.S. from pregnancy-related complications, doubling in the past 30 years.
- The risk is 3-4 times higher for black women than for white women.
- 60% of these deaths are preventable.