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Supermodel and activist Christy Turlington Burns came to RepEquity to create a brand and advocacy campaign dedicated to improving global maternal health.

Coinciding with the launch of her documentary film, "No Woman, No Cry," the campaign needed to communicate three key messages:

  1. Global maternal health and mortality statistics
  2. The locations of partnering maternal health organizations
  3. Upcoming film screenings and locations

The campaign also needed to align with PR and social media efforts by the film’s debut at the 2010 Tribeca Film Festival.

RepEquity responded by developing the overall branding, starting with the name. "Every Mother Counts" differed from the documentary to give it a lasting life apart from the film. Branding elements were created to give it a recognizable, yet accessible feel.

The Web design centered on the harsh realities of maternal health and mortality, juxtaposed with ways for the user to make a difference. Balancing facts with interactivity transformed data into a usable application that educates, inspires and gives hope to meeting Millennium Development Goal 5: To reduce maternal mortality by three-fourths by 2015.

Services

  • Brand development
  • Brand strategy
  • Web and logo design
  • Front- and back-end Web development
  • Custom social media profile design
  • Collateral design
  • Copywriting and copyediting
  • Staff training of CMS

Fast Facts

  • In addition to campaign and Web development, RepEquity created the campaign’s social media channels and trained staff on the CMS, Drupal.
  • The campaign has attracted high-profile partners, including Starbucks and BabyCenter.
  • Campaign beneficiaries include CARE, Doc to Dock, Amnesty International and other non-profit partners.
  • The campaign drove well over 100,000 website visits, 500,000 YouTube views and more than 13,000 Facebook fans.
  • RepEquity’s work for Every Mother Counts earned a 2010 PR News PR Platinum Award.
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