Amref Health Africa Campaign Celebrates Mums and Saves Mothers' Lives

Every three minutes a new mother in Africa dies. With basic healthcare we all take for granted, many more would survive.

This Mother’s Day, many people will post photos of their mums on social media. Tapping into this positive trend, Amref Health Africa wants people to use the hashtag #SAVEMOTHERSDAY, to stand in solidarity with new mums across Africa.

In Britain, a woman could expect to see a trained midwife no less than 12 times during pregnancy. In many African countries, the situation is very different. Just 50% of all pregnant women will see a trained professional for up to four antenatal visits. Many more will see no one at all. This means fewer chances to prepare for the birth and for complications to be spotted and treated.  Amref Health Africa is making childbirth safer for African mothers, training midwives, giving women the information they need to have healthy families and providing the medical equipment needed for women to deliver safely.

Commenting on the campaign, Frances Longley, Chief Executive of Amref Health Africa UK said: “Celebrating our mums is what Mother’s Day is all about. Many new mums in Africa do not have access to even basic healthcare and their lives are in danger. Amref Health Africa want the public to help us change this, ensuring childbirth is a source of celebration, rather than heartbreak across these remote regions.”

Through the online hub, www.savemothersday.co.uk, visitors can help champion mothers and draw attention to this important cause, ultimately helping Amref to combat maternal mortality. Every photo that is tagged #SAVEMOTHERSDAY on social platforms including Facebook, Instagram and Twitter will be aggregated in to the digital gallery on the www.savemothersday.co.uk website. Visitors to the site can then make a suggested donation from as little as £5 to help the cause.

David Kolbusz, Chief Creative Officer of Droga5 London, the agency partner behind the campaign, added: "Each Mother’s Day, social media becomes a grand scale homage to everyone's mother with photographs flooding the digital landscape. We figured that if we could turn that adulation and celebration into something that could save the lives of other less fortunate mums, then the occasion could be made even more meaningful and significant. A hashtag might be a small gesture, but it can also be a powerful statement. And helping to save a mum’s life while celebrating your own on Mother's Day, well, there's probably nothing more you could do to make your mum prouder.”

Digital billboards and online media will also display the hashtagged photos of mothers and encourage others to post their own photos with the accompanying tag.