My company announced they would sponsor a team to compete in the Cannes Young Lions Competitions sponsored by USA Today. My copywriter Bonnie and I applied for the Print competition, and received the creative brief with a two week timeline. We were excited to find our client to be Every Mother Counts, a NFP led by Christy Turlington. Her dedication to making pregnancy and childbirth safe for every mother in new ways of informing, engaging, and mobilizing new audiences to take actions and raise funds supporting maternal programs around the world; inspired Bonnie and I to create a moving print ad for the cause.
Bonnie and I chose to highlight the small donation cost to transport a woman in labor to the nearest safe birthing facility. The copy corresponds with the imagery communicating a long journey ahead, when there doesn't need to be.
I combined stock imagery into one image that shows the labor of walking on foot to a health facility (which in some cases can be miles away). In rural areas and third world countries unfortunately many mothers can’t get there in time or worse, don’t make it there at all.
We submitted only one spread to the competition and did not win, but we were pleased with the work created and grateful for the exercise and experience.
Below are the stock images I combined using photoshop to create these two advertisements.