Bringing viewers face to face with the mission to prove every mother counts.
EMC’s mission is to make pregnancy and childbirth safe for everyone, everywhere. The reality is 800 women die each day as a result of complications and lack of care. EMC hopes to change this through outreach, funding and education to the most impacted communities.
We partnered with EMC to produce a new outreach platform led by a series of intimate short films that look directly through the eyes of midwives, physicians and mothers to bring a rallying cry to this cause around the world.
Every Mother Counts
Role: Executive Creative Director
Agency: Critical Mass
Face to Face.
This series of short films put the viewer in the shoes of the women working on the ground and “face to face” with the mothers and children they interact with. A unique closeness is created using first person perspective cinematography along with intensely close and personal testimonials.
In a landscape of quick hits and “stories” told in seconds. This beautiful, cinematic, and meaningful storytelling bridged the gap between film and advertising in a way that connected with a completely new audience and drove donations to fund care and education to never before seen heights.
Social goes cinematic.
