Baby Dove Helps Black Moms Get the Care they Deserve During and After Pregnancy

Today, Baby Dove builds on its continued commitment to help close the Black maternal care gap with the launch of its Expecting Care campaign. Focused on an impactful portrait series featuring five Black Birth Equity Fund recipients, the Expecting Care release is designed to increase awareness of the importance of lifesaving doula care and the right for Black moms to receive superior care at every step of their pregnancy and birthing journey.

Research shows that across the US, racial disparities in maternal health prevent Black moms from receiving the care they deserve. The Black Maternal Care Gap has created a world where Black women are 3-5x more likely to die of pregnancy related causes than white women – with 60% of these deaths being preventable[1]. However, a recent study found that expecting moms are 2x less likely to experience birth complications and are more likely to experience overall positive health outcomes when supported by a doula[2].

First launched in August 2021, Baby Dove's Black Birth Equity Project has now provided over $650,000 in grants to help over 500 Black moms access doula support during their pregnancy and postpartum journeys. The aim of the program is to help close the gap in care and improve health outcomes for Black expectant mothers.

Expecting Care

Through the lens of Solana Cain, a photojournalist with a concentration in bringing attention to Black maternal health, Baby Dove's new Expecting Care portrait series features five Black Birth Equity Fund grant recipients to celebrate the power of Black motherhood. The campaign captures Ronique, Jazzmine, Kendra, Matilda and Jasmine in different stages of pregnancy and early motherhood, each with a unique experience and journey to share.

"After receiving a grant from Baby Dove in 2023, I was able to hire a doula who acted as my personal advocate leading up to my due date and in the delivery room," says Jazzmine Hall, a Black Birth Equity Fund recipient featured in the Expecting Care campaign. "It made me so much more confident in my journey, and I was able to enjoy my pregnancy more knowing I had someone who would be there to help me through the labour process. I'm so happy that Baby Dove is helping to bridge the equity gap and thrilled to be included alongside other Black expectant moms to advocate for the importance of doula care."

The campaign will live across Baby Dove's social and digital platforms, in addition to out-of-home placements and photography within the baby care aisle at Walmart locations nationwide, to further increase awareness of the Black maternal care gap.

"The goal of Baby Dove's Black Birth Equity Fund has always been to improve the birthing journey for Black moms and their babies," says Greg Ross, chief operating officer of North America Personal Care at Unilever. "As we enter Black Maternal Health Week 2024, Baby Dove is proud to uplift the stories of our grant recipients with our Expecting Care project, while reinforcing our commitment to providing affordable, accessible and high-quality care for Black moms."

Black Birth Equity Project

In 2021, Baby Dove set out on a mission to close the Black maternal health gap by working towards systemic change to improve the birthing journey for Black moms and their babies. In partnership with Black Mamas Matter Alliance, Baby Dove expanded access to doulas through the Black Birth Equity Fund, which provides Black expectant mothers in the US with immediate financial support so they can access doula services. Applications for direct, one-time grants of up to $1,300 are available here.

Expanding its efforts, in 2023 Baby Dove partnered with Sista Midwife Productions, a birth advocacy, training and consulting agency, to launch the Black Doula Directory. A national resource offering expectant moms and birthing individuals access to Black doulas nationwide, the Black Doula Directory also includes doula members from around the world, including Canada, Australia, England, and Germany. To-date, there are over 1,400 Black doulas featured on the directory, with continued efforts to increase participation.