The One Show
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Category
Fusion Pencil
Annual ID
OS24_FP002F
About the Work
THIS ENTRY SHOULD BE KEPT FOR JUDGES EYES ONLY
The US maternal mortality rate is exceptionally high for Black women. They are 3 times more likely to die from pregnancy-related issues than their white counterparts. The main source of information and the #1 pregnancy book in America is supposed to be a symbol of comfort for expecting moms, but not Black moms. So, a Black dad-to-be came up with this idea when he and his wife were preparing for their baby. He wanted to make a difference for his family and the community. He thought of creating a book jacket with the life-saving information Black women need to prepare for pregnancy, childbirth, and postpartum.
We turned the most iconic pregnancy book into an essential health guide for Black women. We created a free book jacket that adds the top issues Black women face during pregnancy, childbirth, and postpartum. Every book jacket is a resource, but it also is an invitation into the BWWLA online ecosystem which connects moms to ongoing support, advocacy tips, doula services, and more.
We distributed 1,000 free book jackets during Black maternal health week in Los Angeles, California, one of the top cities affected with increasing Black maternal mortality rates. This tool gives Black moms more than just the representation they deserve, but the life-saving information they need.
The US maternal mortality rate is exceptionally high for Black women. They are 3 times more likely to die from pregnancy-related issues than their white counterparts. The main source of information and the #1 pregnancy book in America is supposed to be a symbol of comfort for expecting moms, but not Black moms. So, a Black dad-to-be came up with this idea when he and his wife were preparing for their baby. He wanted to make a difference for his family and the community. He thought of creating a book jacket with the life-saving information Black women need to prepare for pregnancy, childbirth, and postpartum.
We turned the most iconic pregnancy book into an essential health guide for Black women. We created a free book jacket that adds the top issues Black women face during pregnancy, childbirth, and postpartum. Every book jacket is a resource, but it also is an invitation into the BWWLA online ecosystem which connects moms to ongoing support, advocacy tips, doula services, and more.
We distributed 1,000 free book jackets during Black maternal health week in Los Angeles, California, one of the top cities affected with increasing Black maternal mortality rates. This tool gives Black moms more than just the representation they deserve, but the life-saving information they need.
2024 Awards
Total Points: 90
Fusion Pencil
Credits
Agency
Area 23, an IPG Health Company / New York
Client / Brand
Black Women for Wellness / Los Angeles
Art Director
Jânio Santos
Associate Creative Director
Renan Bulgari
Chief Creative Officer
Tim Hawkey
Creative Director
Danielle Decatur
Bruno Guimarães
Director of Photography
Ash Level
Executive Producer
Christine Anisko
Jessica Haselkorn
Group Creative Director
Chris Bernesby
Joe Capanear
Illustrator
Jânio Santos
Senior Art Director
Dane Phillip
Senior Copywriter
Albania Salas
SVP, Director of Integrated Production
Miona Mui
SVP, Group Director Broadcast Production
Chinkara Singh
Vice President
Diego Tórgo
VP, Director Print Production
Frank Laport
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