Merck, the pharmaceutical company also known as MSD, is promoting the Merck for Mothers campaign with “Push”, a brand film giving perspectives of three different expecting mothers across the world. Launched to coincide with International Womens Day, “Push” serves as the launch film for Merck for Mothers’ “All for Mothers” campaign, which 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. By giving a voice to the women affected by maternal mortality, and advocating for change, “Push” artistically reflects Merck for Mothers’ mission to combat this epidemic of what are often preventable deaths associated with pregnancy and childbirth.
Merck provides the thinking behind the Push campaign:
“This year on International Women’s Day, we are on a mission to remind the world that maternal mortality is not an issue of the past. In fact, every two minutes, a woman dies giving life. The United States is the only developed country where maternal mortality is on the rise… One in 10 women in the European Union do not have access to maternal health services during the first months of pregnancy… Every 10 minutes in India a woman dies due to complications during childbirth… Half of all births in Zambia are to mothers living more than 25 kilometers (15.5 miles) from a maternal health center. Maternal mortality hits close to home, no matter where that may be. Through Merck for Mothers, we align ourselves with the right partners to make a difference, and today on International Women’s Day, we are asking maternal health advocates everywhere to help us make a difference by sharing our video and bringing attention to the issue.”
Merck for Mothers Push Credits
The Merck for Mothers Push campaign was developed at Matter Unlimited, New York, by CEO Robert Holzer, managing director Alexandra Gordon, director of production Ashley Jamieson, creative directors Shabazz Larkin and Ahmer Kalam, director of strategy Jackie Prince and account executive Alison Kidd, working with Merck for Mothers lead Dr. Naveen Rao, director of communications Heather Stamatacos and director of strategic partnerships Mark Allen.
Filming was shot by director Spencer Craig via Whitelist with director of photography Dustin Lane, executive producer Jerad Anderson, editor Dan Carr, head of production Matt Griffo, head of creative Colin Moore, head of operations and finance Natasha Seubert, and producer Jefferis Gray.
Colorist was Arnold Ramm at Coyote Post. Music was composed by Trevor Doherty. Sound was designed by Michael O’Connor.
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