Raising the Voice for Maternal Health: The Power of Public Relations in Changing Lives

Maternal health has long been a pressing issue worldwide, with millions of women still facing significant risks during pregnancy and childbirth. Public Relations (PR) plays a crucial role in advancing maternal health initiatives by raising awareness, influencing policy, and inspiring action at the global, national, and local levels. The goal of effective maternal health PR campaigns is not only to highlight the importance of maternal well-being but also to prompt change through increased healthcare access, education, and social support. Some of the most impactful PR campaigns in maternal health have successfully raised the profile of this issue, garnered broad public support, and brought about real change. This Op-Ed explores the role of PR in promoting maternal health, showcasing how successful campaigns have helped to save lives and improve maternal care worldwide.

The State of Maternal Health: A Global Crisis

Every day, around 810 women die from preventable causes related to pregnancy and childbirth, according to the World Health Organization (WHO). While this statistic represents a global issue, the maternal mortality rate is disproportionately high in low-income countries, especially in sub-Saharan Africa and parts of South Asia. However, maternal health challenges are not confined to the global south—high-income countries, including the United States, also grapple with rising maternal mortality rates, particularly among marginalized populations.

The key factors contributing to maternal health crises include inadequate access to quality healthcare, unsafe childbirth practices, limited education, gender inequality, and inadequate healthcare infrastructure. The PR industry plays a vital role in addressing these issues by advocating for improved healthcare policies, supporting maternal health organizations, and shifting societal attitudes towards the importance of maternal well-being.

In recent years, several PR campaigns have garnered significant attention and success by focusing on education, advocacy, and mobilization of both individuals and governments to take action. These campaigns work not only to raise awareness about the crisis but also to highlight the solutions that can improve maternal health outcomes.

1. The “Every Woman Every Child” Initiative: A Global Advocacy Campaign

Launched by former United Nations Secretary-General Ban Ki-moon in 2010, the “Every Woman Every Child” initiative is one of the most successful global PR campaigns in maternal health. The campaign brought together governments, the private sector, and non-governmental organizations (NGOs) to commit to improving the health of women and children worldwide. Its primary goal was to reduce preventable maternal and child deaths, especially in low- and middle-income countries.

The PR strategy behind this campaign was multifaceted. By focusing on global advocacy and leveraging the power of high-level endorsements—from the UN to philanthropic organizations like the Bill & Melinda Gates Foundation—the campaign gained substantial political and financial support. The PR team behind “Every Woman Every Child” used a combination of media relations, social media engagement, and international events to keep the issue of maternal health at the forefront of global development discussions.

The campaign made use of high-profile partnerships to raise awareness, including with celebrities such as David Beckham, who publicly endorsed the cause. The involvement of influential personalities helped mobilize both the public and political leaders to commit resources to maternal health programs. The initiative also used social media and digital platforms to engage with younger generations, encouraging them to share their stories and advocate for change.

Through this campaign, maternal health became a priority on the global development agenda, and key milestones were achieved. In 2015, for example, the initiative helped secure significant commitments from governments and partners to increase funding for maternal and child health, resulting in substantial improvements in health services in many countries.

2. “The Bump” Campaign: Empowering Women with Information

While global advocacy efforts are critical to changing maternal health on a macro level, PR campaigns focused on empowering women and giving them the tools and information they need to make informed decisions are equally important. One such campaign is “The Bump,” which was launched to provide comprehensive information about pregnancy and maternal health for expectant mothers.

“The Bump” campaign utilized a PR strategy that focused on creating content that addressed the various stages of pregnancy and birth. By partnering with healthcare providers and maternal health experts, the campaign offered scientifically-backed advice on topics ranging from prenatal care to labor and delivery. The PR team used a variety of mediums—digital articles, video content, social media engagement, and expert interviews—to ensure the message reached expectant mothers where they were most likely to be looking for information: online.

The key to the success of “The Bump” campaign was its emphasis on accessibility. Unlike traditional medical resources, which may be overwhelming or hard to understand for many women, “The Bump” used an approachable tone and practical advice that made information easy to digest. This approach was particularly effective in addressing the concerns of women who may not have access to healthcare professionals or those who had limited education about pregnancy.

Moreover, “The Bump” leveraged the power of social media influencers to amplify its message. By partnering with well-known parenting bloggers and social media influencers, the campaign was able to reach a wide audience and create a sense of community among expecting mothers. Influencers shared their own experiences and offered support to one another, creating a safe and informative space for women to discuss their pregnancy journeys.

In addition to delivering useful information, “The Bump” campaign also addressed societal issues surrounding pregnancy, such as maternal mental health. By discussing the emotional aspects of pregnancy and postpartum care, the campaign highlighted the need for comprehensive care that supports both physical and mental well-being. This focus on mental health helped shift the conversation around maternal health from a purely physical experience to a more holistic approach.

3. “Moments That Matter”: A Campaign for Maternal Health in the U.S.

In the United States, maternal mortality rates have been rising for years, particularly among Black women. According to the Centers for Disease Control and Prevention (CDC), Black women are three to four times more likely to die from pregnancy-related complications compared to white women, regardless of income or education level. This disparity has spurred a number of campaigns aimed at raising awareness and addressing the systemic inequities that contribute to poor maternal health outcomes.

One such campaign is the “Moments That Matter” initiative, launched by the nonprofit organization Black Mamas Matter Alliance in 2019. This PR campaign seeks to address the disproportionate maternal mortality rates among Black women and raise awareness about the racial disparities in maternal healthcare.

The “Moments That Matter” campaign uses a combination of personal stories, media outreach, and public events to engage the public and policymakers in conversations about how racism and implicit bias affect maternal care. By centering the voices and experiences of Black women, the campaign seeks to amplify their needs and concerns in discussions about maternal health.

Through its PR efforts, the campaign gained widespread media coverage, including features in national publications like The New York Times and advocacy outlets. The campaign also made effective use of social media platforms to mobilize communities, educate the public, and organize grassroots actions. Hashtags like #BlackMamasMatter and #MaternalHealthCrisis helped raise awareness and fostered online discussions about the systemic changes needed to improve maternal health for Black women.

The “Moments That Matter” campaign has been instrumental in pushing policymakers to take action on maternal health disparities. Several states, including California and New Jersey, have implemented policies to address these inequities, including increased funding for maternal health programs and initiatives aimed at improving the quality of care for marginalized populations.

4. Global Partnerships and Private Sector Engagement: Maternal Health PR’s Expanding Reach

Successful maternal health PR campaigns have increasingly relied on cross-sector partnerships to extend their reach. One prominent example is the partnership between the Clinton Health Access Initiative (CHAI) and the United Nations Population Fund (UNFPA), which focuses on improving maternal health care services in resource-poor settings.

CHAI’s PR campaign emphasized the importance of providing women in developing countries with access to life-saving maternal health services, including skilled birth attendants, emergency obstetric care, and family planning services. The PR strategy used media relations to highlight the challenges faced by women in these regions and how international partnerships were helping address the issue.

By utilizing both traditional and digital media, CHAI was able to build a global coalition of governments, NGOs, and the private sector to work together in improving maternal health outcomes. This campaign showed the power of global partnerships in addressing complex maternal health issues, and it brought greater attention to the disparities in healthcare access that many women face.

Maternal health remains one of the most pressing global challenges of our time, but PR campaigns are making a tangible difference in raising awareness, changing attitudes, and driving action. Through creative, strategic communication efforts, PR campaigns are advocating for better healthcare access, challenging societal norms, and mobilizing communities to push for policy change.

Campaigns like “Every Woman Every Child,” “The Bump,” and “Moments That Matter” illustrate the diverse and multifaceted approaches that PR can take in addressing maternal health challenges. These campaigns highlight the importance of engaging with both the public and policymakers to create meaningful, lasting change.

In the coming years, continued PR efforts will be critical in achieving the United Nations’ Sustainable Development Goal to reduce the global maternal mortality ratio to less than 70 per 100,000 live births by 2030. By raising awareness, shifting perceptions, and advocating for necessary policies, PR campaigns will continue to play an essential role in improving the health and lives of mothers around the world.