This is a new campaign from Mother’s Night (Moedernacht) which launches on Mother’s Day. The organization is a partnership of a number of European non-profits. Their aim is to create awareness of the unnecessary number of deaths that occur during childbirth in developing countries.
As the agency behind the campaign told me: “Designer Claudy Jongstra was asked to breath new life into the ugly duckling of pregnant women’s fashion: the bellyband”. The result is the ‘MotherBand’, a fashionable bellyband whose name purposely references the strong connection between mothers the world over.
The idea behind the campaign is to create an incentive to spread the message in a viral way. Mother’s Night is giving away the MotherBand to one lucky mother-to-be. Website visitors are ask to send a message with the name of a friend by filling in a form. Easy and smart.
“If even a fraction of fashionable women pick up and pass on the MotherBand to their friends, our organizations will be able to more effectively do what we do best: to put pressure on policymakers to take even more steps to save women’s lives,” says Dionne Veldman, director of RutgersWPF, on behalf of all the participating organizations.
The MotherBand is the latest initiative by Mother’s Night, a unique collaboration between Rutgers WPF, NCDO, AMREF Flying Doctors, Cordaid, Simavi, KNOV and ICM.
In addition to the MotherBand, over the past few years, Mother’s Night has launched projects and independent actions across Europe designed to grab the attention of policymakers. Events include painting silhouettes of pregnant women in front of the Dutch Parliament and a photography exhibition that intimately reveals the lives of pregnant women in developing countries.
The international Mother’s Night website.