Every Mother Counts

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 issues
2. Actions to help partnering maternal health organizations
3. Information about the film and campaign

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.