Aster, a practice management platform for maternal care providers, worked with Area 23, an IPG Health Company, to create a short film memorably and effectively conveying the heightened morbidity and mortality risks for pregnant Black women.
Special Report: Healthcare Marketing Impact Awards
Aster brought attention to the struggles many Black women face when giving birth in the U.S.
Aster wins Branded Entertainment/Content Campaign of Year, silver, suppliers/vendors/pharmaceutical companies, Healthcare Marketing Impact Awards 2024
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Two storks trying to make their way to a hospital room convey the struggles and health problems many Black women face when giving birth in the U.S.
Credit:
Aster
The campaign won silver for Branded Entertainment/Content Campaign of the Year among suppliers, vendors and pharmaceutical companies.
Titled “Impossible Journey,” the film features 3,200 frames hand-painted by approximately 40 artists. Most of the team members were creatives of color. Through an extended metaphor of two storks trying to make their way to a hospital room, it conveys the struggles and health problems many Black women face when giving birth in the U.S.
As part of its project, Aster sought to raise awareness for the Mamas First Act. The legislation, if passed, would amend the Social Security Act to allow doulas and midwives to be reimbursed by Medicaid, with an eye toward expanding access to culturally competent maternal health care.
Film frames were sent in the mail to policymakers, activists and influencers, with a link to watch “Impossible Journey” and information about the Mamas First Act. The film also invites viewers to find out more information about the bill and Aster, along with other organizations. The agency says it plans to continue outreach to hospital administrators and providers.
