MOM MOMENTS

There is a reason women become moms. Yes, being a mom has its difficult moments. But after a full day of work, or even just an hour apart, the feeling of being reunited with their child makes everything worth it. This bond with their children connects all moms regardless of location or economic background. This campaign celebrates these “mom moments” to engage moms with Every Mother Counts and grow the fan base. Home videos of these moments will be shared with fans through social media channels, and moms will be encouraged to share their own moments as well. Utilizing positive moments enables us to garner interest, and drive home the reality that not every mother will live to see these moments without support.

These “mom moments” provide moms with a personalized tool to drive engagement and start a movement around the importance of maternal healthcare and Every Mother Counts.

Every Mother Counts will develop a set of videos to kick off the campaign, featuring “mom moments” when mothers are reunited with their kids. The videos will be seeded to Facebook, Instagram, Twitter and Vine, activating existing fans to create and share their own. Banner ads will be shared on mom blogs to integrate into an existing online support system.

Social Post Banner Ad

ACTIVATE THE FANS

Home Page

The initial posts will direct users to the Every Mother Counts website to learn more about the organization and “Donate a Moment” of their own. Campaign content will take over the hero section of the site with a video montage of moments and a gallery of new submissions below it.

CREATE ACTION

Parents are constantly sharing photos and videos of their kids on social media. Attaching the Every Mother Counts brand to this content gives parents a simple way to get involved without changing their existing behavior. Posts created and shared by users will act as a personalized badge for taking action to share the EMC message. Participants will also have the opportunity to contribute money when creating their own shareable moment to make donating as easy as possible.

CREATE ACTION

Video Uploader User-generated Social Post

Once enough moments have been submitted, we will compile the user-generated videos into two-minute segments that drive home the seriousness of the situation. These videos will be posted on YouTube and shared to the growing EMC audience through existing social channels.

REINFORCE THE MESSAGE

Video End Frames