Merck for Mothers
Merck for Mothers (known as MSD for Mothers outside of the U.S. and Canada) is a 10-year $500M initiative focused on improving the health and well-being of mothers during pregnancy and childbirth, with the ultimate goal of ending maternal mortality worldwide.
Merck leverages its rich business and scientific expertise, and partners with governments, nonprofits and like minded private sector companies across the globe.
We needed to position Merck for Mothers as a leader in the maternal health space and inspire future partners and the global health community to join the fight against maternal mortality.
We created new brand platform called All for Mothers, to signify both the universal motivation and collaborative approach of the initiative.
The emotionally-driven brand anthem video PUSH provides a universal view of the journey to motherhood and allows audiences to walk in the shoes of a pregnant woman, reminding them that every women deserves to experience the joy of bringing new life into the world, not fear for their own
PUSH was launched to a private audience at Davos in 2017 along with a virtual reality experience that transports you to Uganda to meet some of the heroic midwives working to improve the quality of care in their communities. A photo series by photographer Dapper Lou will also travel as an exhibition and roll out across Merck for Mothers social channels.
Since International Women's day 2017, the launch film has exceeded all previous benchmarks for views across platforms and continues to receive positive coverage in the press.