Reading Time: 3 minutes

As Mother’s Day Approaches, ‘Save Our Moms’ Campaign Launches Across
MTV and MTV News on All Platforms

NEW YORK–(BUSINESS WIRE)–In response to the shocking rise of maternal mortality in the U.S., MTV
– the brand that created the “16 and Pregnant” franchise, which helped
reduce teen pregnancy
– as well as Emmy® Award-winner Lena Waithe,
Christy Turlington Burns’ Every
Mother Counts
, and the Black
Mamas Matter Alliance
are joining forces this Mother’s Day to
provide life-saving resources for expectant mothers, their friends, and
families. In the past 30 years, deaths from pregnancy-related
complications in the have doubled in the United States. Today, it is the
most dangerous place in the developed world to give birth.*

Kicking off today, the “Save Our Moms” campaign will activate across MTV
and MTV News on all platforms with original content and educational
resources, articles and op-eds, and talent testimonials. The centerpiece
of the campaign will be an original video piece directed by “HALA”
filmmaker and Sundance Film Festival sensation Minhal
and produced by Waithe’s Protest Art Productions.

“Every mother deserves the right to go home with their child,” said

This campaign was inspired by three students from Columbia University’s
School of International and Public Affairs – Maria Jose Diaz, Justine
LaVoye and Jenise Ogle – who pitched MTV leadership on their idea to
leverage the brand’s platforms as a way to shine a bright light on this
overlooked crisis.

“It’s shocking that the U.S. is the most dangerous place in the
developed world to give birth,” said Chris McCarthy, President of MTV.
“The positive news is that 60% of these deaths are preventable and
that’s why we launched this campaign.”

Elements of the “Save Our Moms” campaign will include:

  • PSA

    • Produced by Waithe’s Protest Art Productions
    • Helmed by Sundance maverick Minhal Baig and narrated by Waithe
    • Airing in primetime on MTV and its suite of brands, appearing
      across all platforms with a combined reach of more than 700 million
  • Digital action hub (

    • Joint effort between MTV, Every Mother Counts and Black Mamas
      Matter Alliance
    • Provides educational resources for expectant mothers and their
      partners, friends and families
  • MTV News and talent activations:

    • MTV News will include short features and op-eds to raise awareness
    • Marquee MTV talent will throw their weight behind the campaign,
      sharing personal stories

*According to the Centers for Disease Control and Prevention (CDC) and The
, as reported in USA Today:

  • The U.S. is the most dangerous place in the developed world to give
  • Every day, 2-3 women die in the U.S. from pregnancy-related
    complications, doubling in the past 30 years.
  • The risk is 3-4 times higher for black women than for white women.
  • 60% of these deaths are preventable.

About MTV

MTV is the leading global youth media brand in 180 countries, reaching
450 million households in nearly 30 different languages across every
platform. A unit of Viacom Inc. (NASDAQ: VIAB, VIA), MTV operations span
cable and mobile networks, live events, theatrical films and MTV Studios.

About Black Mamas Matter Alliance

Black Mamas Matter Alliance is a Black women-led cross-sectoral alliance
that centers Black mamas to advocate, drive research, build power, and
shift culture for Black maternal health, rights, and justice. We
envision a world where Black mamas have the rights, respect, and
resources to thrive before, during, and after pregnancy. Learn more
about our work at

About Every Mother Counts

Every Mother Counts (EMC) is dedicated to making pregnancy and
childbirth safe for every mother, everywhere. EMC works to achieve
quality, respectful, and equitable maternity care for all women by
supporting quality programs through grants and working collaboratively
with partners and thought leaders to increase awareness and mobilize
communities to take action. EMC currently supports programs that improve
access to maternity care in Bangladesh, Guatemala, Haiti, India,
Tanzania and the United States. Learn more at

About the Congressional Caucus on Black Maternal Health

On April 9, 2019, Congresswomen Alma Adams and Lauren Underwood launched
the first-ever Congressional Caucus on Black Maternal Health. They
established this Caucus to call greater Congressional attention to the
national crisis of worsening maternal health outcomes, specifically the
intolerable disparities experienced by Black women. Through bold
policymaking, collective action and stakeholder engagement, the Caucus
will work to reverse current trends and achieve optimal birth outcomes
for all families. The Caucus will raise awareness within Congress to
establish Black maternal health as a national priority, and explore and
advocate for effective, evidence-based, culturally-competent policies
and best practices for improving Black maternal health. The Caucus will
ensure that Black women and infants have the rights, respect, and
resources needed to thrive before, during, and after pregnancy.


Trevor Martin
[email protected]