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Issue Advocacy and Campaigns

Challenge:  How to build support among American women, key decision makers and influentials for the health and well-being of children and their mothers in the developing world.

Approach:  Secured funding from the David & Lucile Packard Foundation to develop and launch the Every Mother, Every Child campaign at Save the Children, an annual Mother’s Day initiative to show the inextricable link between a mother’s health, educational and economic status and the well-being of her child. Campaign centers on the annual release of the State of the World’s Mothers report and “Mother’s Index” — a country-by-country ranking of the well-being of mothers and children. Campaign included paid and earned media, high-level briefings, donor events, public service ads and new website.

Change Ignited: Each year, the report and surrounding communications campaign focuses on a compelling issue, such as child marriage, girls’ education, maternal and newborn health, and women and children in war and crisis. Each issue has enjoyed impressive media coverage, and led to a host of important strategic partnerships (i.e. Marie Claire and the UN Foundation), celebrity engagement (i.e. Sally Field, Donna Karan and Cokie Roberts), and the introduction of new legislation – including polices to protect women and children in war and crisis. The campaign translated into the first significant joint effort uniting Save the Children organizations around the world in a single communications and advocacy focus, igniting global attention and action to address complex issues facing children and their mothers. To this day, the Mother’s Day campaign remains a Save the Children flagship program.