MOMS ACROSS THE WORLD SHARE PERSONAL STORIES TO RAISE FUNDS AND IMPROVE HEALTHCARE FOR MOTHERS

NEW YORK, Oct. 15, 2024—ALIMA (The Alliance for International Medical Action) has launched Ode to Strangers, an inspirational storytelling campaign that highlights the crisis of maternal mortality in sub-Saharan Africa and builds support for ALIMA’s health programs for mothers—before, during, and after giving birth. Nearly 70% of the world’s maternal deaths occur in sub-Saharan Africa and 75% of those deaths are tied to treatable childbirth complications like hypertension, pre-eclampsia, and respiratory infection.

ALIMA’s maternal healthcare efforts include the scaling of a research program called Wakobo-Ti-Kodro, which adapts technology innovations for low-resource settings. Wakobo-Ti-Kodro uses a tablet-based app to help traditional birth attendants monitor pregnant women and spot potential complications early on. ALIMA recently launched a beta version of the app in the Central African Republic (CAR), where maternal mortality rates are among the highest globally.

The app brings data-driven healthcare to remote areas where women are far from hospitals and health centers and many give birth at home. Local birth attendants use the app to improve management of high-risk pregnancies and make timely and potentially life-saving interventions. With better-than-expected adoption by village attendants, the pilot program has already reached over 1,850 expectant mothers. ALIMA plans to scale use of the app to 5,000 women in CAR over the next year, and will explore adapting the app for similar interventions in Chad, Mali, Mauritania, and Guinea.

“Mothers across Sub-Saharan Africa do not have affordable or accessible care, putting them in grave danger,” said Charlie Kunzer, executive director of ALIMA USA. “For 15 years, ALIMA has worked to reach women in remote and crisis contexts, screen for health complications, and provide complete perinatal care. But the region’s maternal health crisis won’t be solved through treatment alone; we must do more to build fundamental capacity. That’s why ALIMA invests in programs like Wakobo-Ti-Kodro, which uses technology to bring medical screenings to scale at a community level.”

Ode to Strangers features generations of mothers from four corners of the world sharing crisis moments when a stranger’s actions changed the course of their lives. ALIMA collected the stories to inspire more people to help mothers in crisis today. The series debuts with four incredible stories and two haunting films, vividly illustrated and animated. Watch one of those films below.

A Vietnamese refugee struggling in childbirth amidst a tropical storm, saved by an unnamed woman; an Iranian mother fleeing the country, reunited with her daughters thanks to a kind train conductor; a mother in Brazil nearly loses her child to a choking accident but the girl is rescued by a helpful bystander; a mom in Cameroon and two of her newborn triplets are saved when a kind villager alerts an ALIMA-run hospital. Spanning generations and continents, each story spotlights a challenge sub-Saharan mothers face today, from medical deserts to forced migration. Each ends with a reminder: You don’t need to be there to be there. You can be a stranger who cares.

Ode to Strangers was created by award-winning marketing agency Nazar Works. “People today are hyper-aware of global crises to the point of overwhelm, but there’s a lack of hope around our ability to make things better. We created Ode to Strangers to re-instill the belief that compassion is a superpower each of us can activate,” said Neda Azarfar, managing director of Nazar Works. “By sharing stories of transformative kindness, we aim to reignite a collective hope and prompt everyday people to tap into their power to change–maybe not the world–but a single story.”

The series was directed and produced by Malu Lara, illustrated by Rohan Eason, animated by Motionauts, and includes original music composition and sound design from MassiveMusic.

Niels van der Wielen, Senior Composer & A&R Manager at MassiveMusic, adds: “It’s amazing we’ve got the chance to collaborate with ALIMA once again after their award-winning ‘Breath for All’ campaign last year. For this new project, we aimed to evoke a feeling of movement and urgency, capturing both the motion of the train and the emotional story that comes with it. The music layers build throughout the piece, with several musical patterns taking turns in the melody. By primarily using strings in our bespoke music composition–mostly to ensure the story remains at the forefront–we struck a balance between an uplifting tone and emotional depth, crafting a powerful experience that resonates deeply with the listener while inspiring action.”

The campaign includes a cause marketing partnership with Toronto-based jewelry artists Omi Woods. “We are excited to support mothers in Africa in a meaningful way. Omi Woods was drawn to ALIMA’s approach of providing critical health assistance to people in Africa and helping them build a more sustainable future. This is perfectly aligned with our own work to support African communities,” said Omi Woods Founder Ashley Alexis McFarlene. Omi Woods jewelry is made with fully traceable African gold and responsibly sourced fine metals and gemstones.

Their “Ode to Strangers” Bamboo Pear Sapphire pendant and earrings are available now; 50% of proceeds go directly to ALIMA.

All of the campaign partners are united in their desire to support ALIMA’s unique model of maternal healthcare. “ALIMA builds long-standing partnerships with local leaders and organizations, and the people we serve trust our team because they all come from the same communities. Partnerships and trust enable us to reach mothers in remote locations and intervene faster to protect women’s health,” explained Dr. Moumouni Kinda, ALIMA’s Global CEO. “Not only does this allow us to provide better quality care—it enables us to build and strengthen health systems to help mothers and babies for generations to come.”

Creative Credits for “Ode to Strangers” Campaign:
Managing Director: Neda Azarfar, Nazar Works
Creative Director: Malu Lara, Nazar Works
Illustration: Rohan Daniel Eason
Animation: Motionauts
Composition & Sound Design: MassiveMusic