The One Show
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Category
TV, VOD, & Online / Over 90 Seconds - Single
Annual ID
OS25_FI085M
Background
Racial disparities in maternal health care represent a major inequality that needs to be addressed.
In the US, Black women are three times more likely to die from pregnancy-related causes than White women. The pregnancy journey of Black women has been marked by persistent challenges and systemic barriers, creating a nearly impossible journey for Black mothers seeking safe and equitable childbirth experiences. Aster, a maternal health company, joined forces with Ashé Birthing Services to expand community-based maternal health programs and increase funding for pregnancy and doula programs. By promoting Black Maternal Health Week, inviting all to watch the Impossible Journey film and support the passing of the Mamas First Act, we can drive congress towards the changes necessary to improve Black maternal health outcomes and potentially save lives.
In the US, Black women are three times more likely to die from pregnancy-related causes than White women. The pregnancy journey of Black women has been marked by persistent challenges and systemic barriers, creating a nearly impossible journey for Black mothers seeking safe and equitable childbirth experiences. Aster, a maternal health company, joined forces with Ashé Birthing Services to expand community-based maternal health programs and increase funding for pregnancy and doula programs. By promoting Black Maternal Health Week, inviting all to watch the Impossible Journey film and support the passing of the Mamas First Act, we can drive congress towards the changes necessary to improve Black maternal health outcomes and potentially save lives.
Creative Idea
Impossible Journey (the project and short film) tells the true story of Black mothers in America. The story is told through the lens of a stork tasked with delivering her baby. Throughout the delivery the stork endures a gauntlet of dangers, representing the dire health risks expectant Black mothers face, which contributes to the much greater risk of death for Black women during childbirth. This is contrasted with the easy and uneventful journey of another stork, representing the experience of White moms.
Each scene is hand painted, and the film culminates with a live action reading of an original poem by Bruce McIntyre, a father who lost his partner, Amber Rose Isaac, during the delivery of their son in 2020.
Each scene is hand painted, and the film culminates with a live action reading of an original poem by Bruce McIntyre, a father who lost his partner, Amber Rose Isaac, during the delivery of their son in 2020.
Insights & Strategy
• In the U.S., Black women are three times more likely to die from pregnancy-related issues.
• 85% of those pregnancy-related deaths could be preventable.
• Black women face systemic discrimination in healthcare settings, including unequal access to appropriate healthcare, providers dismissing their concerns, lower-quality care, and biased treatment from healthcare providers.
The disparities in Black maternal health outcomes in the United States can be attributed directly to racism. From historically experiencing a discriminatory system that deliberately prevents access to healthcare services, to direct racial biases exhibited by healthcare workers toward Black women, the incidence of racism in medicine is well-documented.
The Mamas First (Black Maternal Health) bill has one final hurdle to becoming law. The US Senate can impact this crisis by signing into law the Black Maternal Health Mamas First Act, which could potentially save the lives of Black mothers and babies. Tragically, the bill has sat without a vote for many years.
• 85% of those pregnancy-related deaths could be preventable.
• Black women face systemic discrimination in healthcare settings, including unequal access to appropriate healthcare, providers dismissing their concerns, lower-quality care, and biased treatment from healthcare providers.
The disparities in Black maternal health outcomes in the United States can be attributed directly to racism. From historically experiencing a discriminatory system that deliberately prevents access to healthcare services, to direct racial biases exhibited by healthcare workers toward Black women, the incidence of racism in medicine is well-documented.
The Mamas First (Black Maternal Health) bill has one final hurdle to becoming law. The US Senate can impact this crisis by signing into law the Black Maternal Health Mamas First Act, which could potentially save the lives of Black mothers and babies. Tragically, the bill has sat without a vote for many years.
Execution
The characters were created by a team of women artists, predominantly Black mothers. Each one brought unique details to the final versions of our characters.
The film was created with 3,200 hand-painted frames. Each frame was carefully sketched, vectorized, digitally-painted, printed out, and then, using acrylics and chalk, meticulously painted by hand.
The hand-painted frames required nearly 40 artists and 1,500 hours of painting time.
The purpose of this film was to enact real change. Our reliance on hand-painting was intentional, to take the film out of the digital space and into the real world. In doing so, we made the issue more real and tangible, with each frame becoming filled with the intentions of the artist who painted it.
The film was created with 3,200 hand-painted frames. Each frame was carefully sketched, vectorized, digitally-painted, printed out, and then, using acrylics and chalk, meticulously painted by hand.
The hand-painted frames required nearly 40 artists and 1,500 hours of painting time.
The purpose of this film was to enact real change. Our reliance on hand-painting was intentional, to take the film out of the digital space and into the real world. In doing so, we made the issue more real and tangible, with each frame becoming filled with the intentions of the artist who painted it.
Results
During Black Maternal Health Week, we chose 700 out of 3,200 hand-painted frames to send as direct mail pieces to Congress members, state legislators, activists, and influencers. These frames featured a QR code that, when scanned, would allow the recipients to watch the Impossible Journey film and learn more about the Mamas First Act.
Our opening rate of the direct mail was over 20%, representing approximately 100 lawmakers in a position to make change.
With 2,500 frames remaining, we are armed to continue our outreach to the top 1,000 OB/GYNs in metropolitan areas, as well as hospital administrators throughout the country.
Below are some of the testimonies given from an influencer and a congress person:
“A powerful way of raising awareness of maternal inequality and gathering support for the Mamas First Act.”
"Using storytelling to help the laws in our country move forward is brilliant. You have my support."
Our opening rate of the direct mail was over 20%, representing approximately 100 lawmakers in a position to make change.
With 2,500 frames remaining, we are armed to continue our outreach to the top 1,000 OB/GYNs in metropolitan areas, as well as hospital administrators throughout the country.
Below are some of the testimonies given from an influencer and a congress person:
“A powerful way of raising awareness of maternal inequality and gathering support for the Mamas First Act.”
"Using storytelling to help the laws in our country move forward is brilliant. You have my support."
2025 Awards
Total Points: 3
Merit
Credits
Agency
Area 23, an IPG Health Company / New York
Client / Brand
Ashé Birthing Services / Bronx NY
Aster / San Francisco
Save a Rose Foundation / Bronx NY
Production Company
The Youth / Curitiba
Art Director
Dane Phillip
Eduardo Tavares
Tim Jones
Chief Creative Officer
Tim Hawkey
Copywriter
Albania Salas
Creative Director
Viton Araújo
Diego Tórgo
Sttenio Costa
Patrycja Lukjanow
Guy Bricio
Group Creative Director
Danielle Decatur
Executive Producer
Saul Metnick
Andrew Pearson
Senior Producer
Nicole Hornbeck
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