Every Mother Counts : No Mother's Day

This year, say no.

Published On
May 01, 2012

Editor's Pick

This year's Mother's Day should be different. Without cards, gifts or phone calls. A new campaign from 'Every Mother Counts,' a charity organization founded by Christy Turlington Burns and Chi&Partners, is asking mothers to go silent this Mother's Day, to draw attention to the problem of mothers dying during childbirth.

The cause is a worthy one. Even in the United States, eight in 100,000 mothers die while giving birth, while 360,000 women lose their lives every year, all over the world.

The cornerstone of the campaign is a star-studded video directed by Ed Burns. It has celebrity mothers like Debra Messing, Jennifer Connelly and Blythe Danner, as well as non-famous mothers, all imploring moms to go silent this Mother's Day. That means no status updates, no gifts and no phone calls. Instead, ask people to donate to the charity instead. Then, perhaps next year, there will be more mothers around to partake in this special day. The last minute of the video is especially powerful, and the site includes ways to let your loved ones know of your non-plans next weekend.


May 02, 2012
Brand :
Every Mother Counts
Client :
Every Mother Counts
Agency :
CHI & Partners
Managing Partner :
Victoria Davies
Planning Partner :
Oli Egan
Communications Strategist :
David Broad
Executive Creative Director/Production :
Isaac Silverglate
Executive Creative Director/Production :
Jeff Anderson
Copywriter :
Ronnie Lee
Art Director :
Patrick Regan
Producer :
Jess McMahon
Agency :
Big Space Ship

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