• by Tanya Gazdik , March 8, 2017

Pharmaceutical company Merck is launching a video that is part of its 10-year, $500 million global initiative focusing on the health and well-being of mothers during pregnancy and childbirth.

Timed to debut on International Women’s Day, “All for Mothers” includes a three-minute brand film, “Push,” that gives perspectives of three different expecting mothers across the world.

Conceived by social impact-focused agency Matter Unlimited and helmed by director collective Whitelist, the film helps illustrate the crucial role of private sector support in public sector issues and aims to inspire new public and private sector partners to join the initiative. Every two minutes, a woman dies from complications related to pregnancy and childbirth. That's nearly 800 women a day.

By giving a voice to the women affected by maternal mortality and advocating for change, the film aims to reflect Merck’s mission to combat this epidemic of what are often preventable deaths, says Mary-Ann Etiebet, executive director of “Merck for Mothers.”

“Push” is being shared via the “Merck for Mothers” Facebook, Twitter (@MerckforMothers and @MSDforMothers), Instagram and corporate websites (Merck.com and MSD.com).

“We are pushing for maternal health leaders, advocates and the broader global health community, partners, influencers and the general public to all have a greater understanding of maternal mortality and help make a difference in this fight,” Etiebet tells Marketing Daily. “Raising awareness is an important part of our ongoing commitment that leverages our scientific and business expertise to help reduce maternal mortality rates globally.”

This is Merck’s first time working with Matter Unlimited. Marina Maher Communications and Rabin Martin also support the effort, Etiebet says.