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Category
Craft / Writing
Annual ID
OS24_PH033M
About the Work
Black mothers—irrespective of socioeconomic status—are more than 3x more likely to die in childbirth than white women. One major reason is health deterioration caused by chronic stressors—like racism and classism—called weathering. From unrealistic expectations of what they can endure and being dehumanized by clinicians to having their pain mismanaged and birth plans and preferences dismissed, Black mothers far too often don’t receive the same standard of care as their white counterparts: Compassionate care and clinical support their lives depend on.
How can Black mothers’ lived experiences with obstetric care help shift the way they’re viewed as people and patients. And, moreover, how can understanding their experiences in the world help influence the way clinicians care for them?
We partnered with The Good Listening Project to leverage the healing power of artistic expression, and we retold—and amplified—the stories of Black mothers and birth workers dying to be heard.
Our approach was novel: A trained listener poet sat with each woman, listened to her story, and—in real time—crafted a poem that conveyed her emotions and experiences. Alone, the resulting poems were a vehicle for helping to humanize their subjects. But selected poems were interpreted by a global roster of Black illustrators and voice talent, and then animated to bring them to life. What’s more, we positioned the poems alongside editorial exploring the role of chronic stress—the root cause of weathering—in the Black maternal mortality crisis. And we offered accessible resources and tools to help offset the effects of weathering and provide a path to healing that is so needed and deserve.
Black moms are dying to be heard. And the healthcare system must listen.
How can Black mothers’ lived experiences with obstetric care help shift the way they’re viewed as people and patients. And, moreover, how can understanding their experiences in the world help influence the way clinicians care for them?
We partnered with The Good Listening Project to leverage the healing power of artistic expression, and we retold—and amplified—the stories of Black mothers and birth workers dying to be heard.
Our approach was novel: A trained listener poet sat with each woman, listened to her story, and—in real time—crafted a poem that conveyed her emotions and experiences. Alone, the resulting poems were a vehicle for helping to humanize their subjects. But selected poems were interpreted by a global roster of Black illustrators and voice talent, and then animated to bring them to life. What’s more, we positioned the poems alongside editorial exploring the role of chronic stress—the root cause of weathering—in the Black maternal mortality crisis. And we offered accessible resources and tools to help offset the effects of weathering and provide a path to healing that is so needed and deserve.
Black moms are dying to be heard. And the healthcare system must listen.
2024 Awards
Total Points: 3
Merit
Credits
Agency
VML / New York
Client
Frankie Abralind
Client / Brand
The Good Listening Project / Washington DC
Associate Creative Director
Greg Hansen
Melba Black
Chief Creative Officer
Tuesday Poliak
Copywriter
Yvette Perry
Jenny Hegland
Editor
Andrew Hansen
Executive Creative Director
Rodrigo Panucci
Global Chief Creative Officer
Bas Korsten
Daniel Bonner
Renata Maia
Strategy Director
Briana Hecht
Dania Alarcon
Art Buyer
Patricia Widyn
Global Marketing Leader
Patrick Wisnom
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