Concept, art direction
289,000 women die each year as a result of complications during pregnancy and childbirth. 98% of these deaths are preventable. With prenatal care an average of 3 miles away and emergency care often more than 25 miles away, thousands of expectant mothers die because they simply do not have access to safe transportation.
We see the world through our smartphones. When we can order everything from transportation to food with a tap of a screen, it’s difficult to grasp a lack of basic care that kills nearly 300,000 mothers every year. In order to save these women, we need to make a large problem feel solvable and give people ways to make a tangible difference.
Starting Women's Health Week, Every Mother Counts will join in a partnership with Uber. We will invite Uber riders to “share” their ride with these mothers in need. We will disrupt this notion of on-demand transportation to bring attention to the urgency of these mothers’ situation. Through impactful storytelling (which has proven to be a successful awareness tactic), and shareable artwork, we will prompt riders to challenge friends on social media to “share” their rides as well. By focusing on transportation, we can make this issue digestible -- put people directly in the shoes of these mothers.