Sostieni AIDOS |
Adopt a mother |
Adopt a mother
Because of the absence of proper social and health care facilities, women’s reproductive and sexual health is at constant risk throughout the Third World.
One woman dies of pregnancy or childbirth every minute.
That means that 530,00 lives are lost every year, as many as if the World Trade Center were collapse once every three days. Most of these death are avoidable. All that is needed is 20 euro a month for 12 months to provide a future mother in the South of the world proper care during pregnancy and childbirth and give her self-esteem and confidence in the future.
Adopt a Mother is the campaign launched by AIDOS to guarantee medical care before, during and after childbirth for the roughly 44,000 women treated in Women’s Health Centers that local women’s organizations in Jordan, Palestine, Nepal, Venezuela and Burkina Faso run with AIDOS support.
Adopt a Mother is the first campaign run with the help of the AIDOS Godmothers’ Club and funds raised through donations by Italian taxpayers at income tax time through a special Italian tax law to help non-governmental organizations.
Adopt a Mother is promoted using the advertising campaign prepared free of charge by the Bates Agency Italia. For ten years now, Bates has been running the AIDOS PR campaigns, with the face if Italian singer Irene Grandi and commedienne and author Luciana Littizetto, spokeswomen for the campaign. The creative choice of the Rome Bates office uses positive images to stir up solidarity for mothers who are less well-off. The first subject shows a picture of Irene Grandi next to a headline ‘Today, I became a grandmother.’ In the second, a Cartesian coordinate system is drawn on the belly of the pregnant woman with the words “Growing up is not mathematical in the Third World.” In the third, a large “SOS” was drawn on the woman’s belly. The body copy remains the same, and helps understand exactly what the project Adopt a Mother is trying to do.