This Mother’s Day (March 6), many people will be posting photos of their mums to social media, and Amref Health Africa wants to tap into this positive trend with the #SAVEMOTHERSDAY hashtag, and stand in solidarity with new mums across Africa, who don't have access to the basic healthcare we all take for granted. In Britain, a woman could expect to see a trained midwife no less than 12 times during pregnancy. In many African countries, the situation is very different., with just 50% of all pregnant women seeing a trained professional for up to four antenatal visits. Many more will see no one at all. This means fewer chances to prepare for the birth and for complications to be spotted and treated, and as a result, every three minutes a new mother in Africa dies.
Amref Health Africa, a charity that works to improve the health of Africa's poorest communities, is making childbirth safer for African mothers, training midwives, giving women the information they need to have healthy families and providing the medical equipment needed for women to deliver safely. Through the Save Mothers Day online hub, visitors can help champion mothers and draw attention to this important cause, ultimately helping Amref to combat maternal mortality. Every photo that is tagged #SAVEMOTHERSDAY on social platforms including Facebook, Instagram and Twitter will be aggregated in to a digital gallery on the website, visitors to which can then make a suggested donation from as little as £5 to help the cause. As part of a wider campaign, digital billboards and online media will also display the tagged photos of mothers and encourage others to post their own photos with the accompanying tag.
“Helping to save a mum’s life while celebrating your own on Mother's Day, well, there's probably nothing more you could do to make your mum prouder”
David Kolbusz, Chief Creative Officer of Droga5 London, the agency partner behind the campaign, said: “Each Mother’s Day, social media becomes a grand scale homage to everyone's mother with photographs flooding the digital landscape. We figured that if we could turn that adulation and celebration into something that could save the lives of other less fortunate mums, then the occasion could be made even more meaningful and significant. A hashtag might be a small gesture, but it can also be a powerful statement. And helping to save a mum’s life while celebrating your own on Mother's Day, well, there's probably nothing more you could do to make your mum prouder.”
Frances Longley, Chief Executive of Amref Health Africa UK, added: “Celebrating our mums is what Mother’s Day is all about. Many new mums in Africa do not have access to even basic healthcare and their lives are in danger. Amref Health Africa want the public to help us change this, ensuring childbirth is a source of celebration, rather than heartbreak across these remote regions.”
