OVERVIEW FOR PARTNERS

CONTENT •  Maternal Health: A Critical Need •  Every Mother Counts (EMC) Primary and Supporting Goals •  Why Partner with EMC? •  Partnership Structure •  Partner Guidelines

Almost all of those deaths are preventable.

And yet the UN’s Millennium Development Goal 5:

•  to improve maternal health and reduce maternal mortality by ¾ by 2015 •  to make reproductive health services universal

remain the furthest off track.

In order to stop these needless deaths, the public needs to be informed and engaged.

MATERNAL HEALTH: A CRITICAL NEED

According to an analysis conducted by the Maternal Mortality Campaign, a grassroots campaign is still missing. The public face of the issue needs new energy and new

clarity in order to capitalize on current momentum among policymakers.

Hundreds of thousands of women die each year around the world due to complications in pregnancy and childbirth, touching off a ripple effect that devastates

children, families, and communities.

EMC PRIMARY & SUPPORTING GOALS

Primary goal: Raise awareness and mobilize action on maternal

health among the American public

Core principle of supporting maternal health across the full continuum of care (including family planning, pregnancy care, delivery care, and post-delivery care)

Supporting goal: Advance maternal health by funding

effective programs on the ground

Supporting goal: Encourage

policymakers to demonstrate leadership on

maternal health

Supporting goal: Mobilize financial

resources for maternal health

WHY PARTNER WITH EMC? • Maternal health is an issue that resonates personally with your consumers.

Everyone has a mother or mother-to-be in their lives, and consumers have already responded in overwhelming numbers to EMC’s messaging, with 2.5 million consumers reached in its very first year and 60% of women recently polled stating that they want to find a way to actively engage on this issue.

• Maternal health is a white space in consumer facing issues – unlike many other issues, improving maternal health remains a largely untapped opportunity for consumers to engage in and take action. Every Mother Counts is the leading organization bringing this message directly to consumers.

• A partnership with Every Mother Counts allows for association with other valuable brands that stand for wellness, sustainability, and social responsibility, including Starbucks, ERGObaby, Babble, The Huffington Post, Luna Bar, Minted and others.

• Every Mother Counts is not your usual old-school campaign – rather than relying on traditional, passive forms of media outreach, EMC engages consumers deeply with cutting-edge, interactive digital formats such as critically recognized videos, social media, and online forums.

PARTNER EMC PROVIDES PARTNER PROVIDES

• Compelling content focused on maternal health

• Recognition of partner on EMC website and campaign materials

• Co-branding and some planning capacity for specific drives

• Founder (CTB) involvement • Access to EMC network of

contacts • Media outlets, PR /

spokespeople, and social media support

Financially, depending on company size (via product sales, donation, direct giving from customers or network):

• $25M - $100M in revenue provides $100k min to EMC

• $100M - $1B in revenue provides $500k min to EMC

• >$1B in revenue provides $1M min to EMC • Awareness: • Audiences to share EMC content (at partner’s

discretion) • Recognition of EMC and how to link with EMC • Co-branding and planning capacity for specific

drives / events for maternal health actions •  Inclusion in PR, SM plans, marketing and

branding campaigns

EMC PARTNERSHIP STRUCTURE

EMC PROVIDES PARTNER PROVIDES

• Compelling content focused on maternal health

• Recognition of partner on EMC website and campaign materials

• Some access to EMC network

• Some media/pr/spokesperson support

• Possible founder (CTB) involvement

Financially, depending on company: • $5M in revenue provides $10k min • $5M - $25M in revenue provides $50k min • Special financial agreements for financial

institutions • Awareness: • Audiences to share EMC content (at

partner’s discretion) • Access to customers or employees to

promote EMC • Co-branding, inclusion in PR, SM, mktg,

branding plans

ASSOCIATE

EMC PARTNERSHIP STRUCTURE

EMC PROVIDES PARTNER PROVIDES

• Compelling content focused on maternal health

• Promotion of product via EMC channels with PR/SM support

• Recognition of partner on website

• Possible (minor) founder involvement

Financially, depending on company size (via product sales):

• $5M – provides $10k min; $5M - $25M – prov $50k min

• Awareness: • Products/services as platforms for

disseminating messages about maternal health or donations to EMC

• Marketing expertise to customize campaign for product

• Must be brand that aligns with EMC values

SUPPORTER

EMC PARTNERSHIP STRUCTURE

EMC PROVIDES PARTNER PROVIDES

• PR, spokespeople, SM support from EMC

• Compelling & well-packaged content focused on maternal health, to raise awareness and mobilize consumers

• Recognition of partner on EMC website and campaign materials

• Co-branding and some planning capacity for specific drives / events for maternal health actions

• Audiences to share EMC content • Recognition of EMC and how to link with

EMC • Stories on maternal health and EMC

progress • Specific campaigns benefiting EMC

awareness and fundraising goals • Direct their audiences to take action in

support of EMC, including possible financial support of EMC through product purchases or donations

COMMUNITY/AWARENESS

EMC PARTNERSHIP STRUCTURE

EMC PROVIDES PARTNER PROVIDES

• Compelling content focused on maternal health

• Association with reputable maternal health campaign brand

• Prototypes / templates of marketing materials that can be customized

• Recognition on EMC site/channels

• Possible founder (CTB) involvement

• Access to customers, patients, clients, employees to promote EMC and maternal health programs

•  Inclusion in their pr, social media, digital channels

• Space for materials and information to be handed out

• Feedback on consumer response to information

• Support for customized EMC campaign, depending on size of opportunity

HEALTH PROFS. & FACILITIES

EMC PARTNERSHIP STRUCTURE

PARTNERSHIP GUIDELINES General Guidelines Applicable to all Partnerships • All agreements will be customized to partners‘ unique situation, and EMC will consider a lower financial contribution if partners contribute in-kind contributions and opportunities to raise awareness with new audiences • Every partner will follow brand guidelines (once established) provided by EMC • This will include joint agreement on all press releases and promotions • Relationship will not involve explicit product endorsements (i.e., by Christy Turlington Burns or by EMC, per 501(c)(3) guidelines) • Use of stock EMC photos will be restricted to EMC-owned photos on maternal health-related trips; any additional photos need to be separately approved by EMC

EMC Success Metrics • EMC will provide an annual report formally reporting the impact metrics achieved through campaign funding • In addition, EMC will update the public more frequently with ‘stories from the field’ and other anecdotal reports of progress • Consumer-facing partners will be invited to an annual marketing & planning session to provide input on the campaign’s overall consumer engagement strategies