NO WOMAN, NO CRY &
IMPACT REPORT 2011
Introduction In 2010, Christy Turlington Burns completed and released a 60 minute documentary film titled NO WOMAN, NO CRY. NO WOMAN, NO CRY is a gripping documentary that tells the personal stories of pregnant women and their caregivers in four countries as they try to avoid adding to the already troubling global maternal mortality statistics. Upon completion of the film, Turlington Burns founded Every Mother Counts, an advocacy and mobilization campaign to increase education and support for maternal mortality reduction globally. Every Mother Counts seeks to engage new audiences to better understand the challenges and the solutions while encouraging them to take action to improve the lives of girls and women worldwide. The keystone of the campaign is www.everymothercounts.org, an interactive platform providing the tools to raise awareness, education and action. The campaign gained momentum throughout 2010 and focused energy on a spring 2011 effort to promote views of the network TV premiere of NO WOMAN, NO CRY and drive action around Mother’s Day. The below report evaluates the reach and the impact of the campaign to date. We have attempted to track reach and impact using the following metrics: REACH • Film screening attendance for NO WOMAN, NO CRY • TV ratings for TV broadcasts of NO WOMAN, NO CRY • Online views of NO WOMAN, NO CRY • Online views of related products including education modules, PSAs, trailers and other videos • Media coverage and impressions IMPACT • Sales of the Every Mother Counts Starbucks Compilation CD • Sign ups to the Every Mother Counts membership base • Twitter followers for @CTurlington and @everymomcounts • Facebook fan testimonials for Every Mother Counts • Actions taken in response to the Count Me In! campaign Summary of Findings In the first year of the campaign, EMC has been very successful in reaching a large constituency of individuals with the film and with related messaging on the critical importance of maternal, newborn and child health globally. With an extremely small infrastructure, we have leveraged media and institutional partnerships to promote views of NO WOMAN, NO CRY and more broadly to increase awareness about the issue of maternal health. While the film itself has largely only been available for viewing at select live events, 4 times on network television in the US and throughout several foreign networks as well as on YouTube for 10 days, other tools such as select videos about MNCH that can live on YouTube have been even more successful in reaching individuals. These supplementary tools have helped us extend our reach. We have been slightly less clear with those individuals as to the actions that we wanted them to take and therefore our experience to date in translating those views to action has been a bit fragmented. For our main Mother’s Day campaign we promoted a menu of actions to viewers, which allowed the viewers to play an active role in determining how they wanted to engage, but also placed a high burden on that viewer by requiring them to absorb information about their options and click through several pages before being able to act. While the actions themselves were strong and several enjoyed very strong participation, we have concluded that a more streamlined ‘ask’ would be a valuable addition for further advocacy. 1
REACH The film was completed in 2010, and a year later, we created an extended version (70 minutes) for the US television broadcast. Two versions, the 60 minute and 70 minute, have screened (and continue to be screened) at a number of universities, global health conferences, government meetings, United Nations sessions, film festivals, and on television networks around the world. While the film has been fit to screen at global public health forums, it has also reached a broader audience through its television broadcasts and film festival runs. In total, we estimate that over 2.5 million people have watched NO WOMAN, NO CRY and related film products designed to increase awareness and education regarding the crisis of maternal, newborn and child health. Of this total, we estimate 1 million have watched the film NO WOMAN, NO CRY (either the 17 minute or full 60-70 minute version) and another 1.6 million (and counting) have watched one of our education modules, public service announcements or other video tools. The below list details film screenings, the setting and the format in which the film was presented. OFFICIAL SELECTION • TRIBECA FILM FESTIVAL, 2010 • ZANZIBAR FILM FESTIVAL, 2010 • LONDON FILM FESTIVAL, 2010 • DENVER STARZ FILM FESTIVAL, 2010 • ICARO FILM FESTIVAL, GUATEMALA 2010 • WATCHDOCS HUMAN RIGHTS FILM FESTIVAL, WARSAW 2010 • TAKE ONE ACTION, EDINBURGH 2011 • (WO)MEN RIGHTS NIGHTS at CINEMA LUMIERE, BOLOGNA 2011 Nominated for the Cinema For Peace Award For The Most Valuable Documentary of the Year, 2011 LIVE SCREENINGS April 17, 2010: Private Screening for President Jakaya Kikwete of Tanzania – New York, NY NWNC was screened for the President Jakaya Kikwete of Tanzania, the Ministry of Health of Tanzania, and select maternal health experts at the Crosby Hotel in NYC.
April 24 – May 1, 2010: Tribeca Film Festival – New York, NY NWNC premiered five times at the 2010 Tribeca Film Festival as part of the Discovery section Following each screening was a Q&A hosted by a partner NGO and included Christy and the following speakers: • Prof. Lynn Freedman, JD, MPH, Columbia University • Anika Rahman, former President of Americans for UNFPA • Dee Redwine, Regional Director Latin America and Caribbean Regional Office, PPFA • Mary Jane Wagle, International Programs, PPFA • Katie Porter, Senior Policy Advocate, CARE • Nan Strauss, Researcher, Amnesty International, co author Deadly Delivery: The Maternal Health Care Crisis in the United States • Jennie Joseph, LM, CPM, Executive Director, Commonsense Childbirth Inc. May 11-12, 2010: CARE National Conference – Washington, DC CARE invited Christy to screen NWNC and conduct a question and answer panel alongside Congresswoman Lois Capps (D-CA) and hosted by CARE CEO Dr. Helene Gayle. June 2, 2010: Council on Foreign Relations – New York, NY The Council on Foreign Relations (CFR) held a Symposium on "Rethinking Maternal Health". The event was made possible thanks to the generous support of the MacArthur Foundation. The audience was compiled of CFR members and special guests, followed by a panel discussion which included Christy and: • Susan Davis, President and Chief Executive Officer, BRAC USA • Anika Rahman, Former President, Americans for UNFPA • Isobel Coleman, Senior Fellow, Council on Foreign Relations June 3, 2010: G8/G20 - Ottawa, Canada ONE helped to organize a small screening in Ottawa with select Canadian policymakers just prior to the 2010 G8 Summit. Media surrounding the event included: • Toronto Star • CTV Canada • CBC Network with Suhana Meharchand • CBC One-on-One with Sandra Abma • Toronto Sun • Bev Thomas of CTV Canada • Seamus O’Regan of CTV Canada June 7-9, 2010: Women Deliver 2010 – Washington, DC Women Deliver is a global advocacy organization bringing together voices from around the world to call for action against maternal deaths. Thirty countries, UN agencies, the World Bank, corporations, and foundations helped support Women Deliver. More than 800 speeches and presentations were given at the six plenaries and 120 breakout sessions, and the heads of five UN agencies, plus the Secretary-General, were represented. Christy was invited to attend the First Ladies Forum, consisting of First Ladies from Africa, Sierra Leone, Tanzania, Zanzibar, Denmark, and Ghana. There, they discussed the topics of how they can better use their positions for improving the lives of girls and women in their countries. NWNC was screened to an audience compiled of 3,400 advocates, policymakers, development leaders, health care professionals, youth, advocates, and media from 146 countries. A panel discussion followed with Christy and: • Tammy Haddad, President and Founder, Haddad Media • Dr. Suellen Miller, PhD, CNM, University of California, San Francisco (UCSF) • Mary Olive Smith, Producer, WALK TO BEAUTIFUL • Lisa Russell, Filmmaker June 15, 2010: American College of Nurse Midwives Global Health Conference – Washington, DC At ACNM's 55th Annual Meeting & Exposition: "Evidence in Action", Christy spoke with WRA President/Executive Director Theresa Shaver during a premier session titled "Listening to Women: Our Sisters, Our Voices, Our Action". 3
June 17, 2010: G(irls) 20 Summit – Toronto, CA NWNC was shown at the G(irls) 20 Summit in Toronto hosted by the Belinda Stronach Foundation. The screening was presented to girls from 21 countries. July 2010: Zanzibar International Film Festival and Village Screening Tour, Tanzania JHIPIEGO organized a tour of NWNC around Zanzibar. The film was screened to small community gatherings in their villages and conversations were held amongst the women as to the issue of maternal mortality in their communities. July 2010: UN Screening with Secretary-General Ban Ki-moon – New York, NY NWNC was screened at the Museum of Modern Art for the United Nations Secretary-General H.E. Mr. Ban Ki-moon, The Permanent Representative of Norway to the UN, Ambassador H.E. Mr. Morten Wetland and the Royal Norwegian Consulate General in New York. It was followed by a panel discussion with leading policy makers from the UN, the Norwegian government and Johnson & Johnson. “By coming together, we can improve the situation for mothers worldwide,” said Dr. Tore Godal, Special Advisor to the Norwegian Prime Minister. “To succeed, we need every voice and we need every opportunity to come together and improve the lives of women and children.” Norway has made a long standing commitment to improving the global health situation, and Norwegian Prime Minister Jens Stoltenberg has made a decision to contribute in a special way to achieving the Millennium Development Goals 4 and 5 on reducing child mortality and improving maternal health by 2015. September 1, 2010: Global Maternal Health Conference 2010 – New Delhi, India NWNC was screened in front of a global audience gathered to discuss the state of maternal health. Panelists included NWNC advisors: • Ann Starrs, President, Family Care International • Dr. Suellen Miller, PhD, CNM, University of California, San Francisco (UCSF) September 16, 2010: The World Bank – Washington, DC The World Bank hosted a screening of NWNC that was followed by a panel conversation including: • Suraya Dalil, Minister of Health of Afghanistan • Representative Nita Lowery (D-NY) • Purnima Mane, Deputy Executive Director, the UN Population Fund • Ngozi Okonjo-Iweala, Managing Director, World Bank September 21, 2010: NBC News Editorial Board Screening – New York, NY Brian Williams and Ann Curry co-hosted a screening for the NBC editorial team at NBC headquarters. Editors and anchors viewed the film and discussed the issue of global maternal health with Christy and: • Prof. Lynn Freedman, JD, MPH, Columbia University • Rebecca Affolder, Advisor, global health Policy and Coordination, Office of the UN Secretary-General • Dr. Grace Kodindo, Chadian OBGYN and assistant clinical professor of Population and Family Health at the Mailman School of Public Health
October 2010: BFI London Film Festival – London, UK In conjunction with Brightwide, the online distributor for NWNC in the United Kingdom, Christy and the film were invited for a special screening at the 2010 BFI London Film Festival. The film was introduced by Sarah Brown, wife of former Prime Minister and a panel discussion followed with Christy and: • Prof. Anthony Costello (Professor of International Child Health at UCL) • Mabel Van Oranje (Chief Executive Officer of The Elders) October 25, 2010: JHPIEGO – Baltimore, MD After the screening, Christy joined JHPIEGO’s President and CEO Dr. Leslie Mancuso to field questions from the audience. November 13-14, 2010: Starz Denver Film Festival – Denver, CO NWNC's producer, Dallas Brennan Rexer, travelled to the Denver Film Festival to screen NWNC and to discuss women in filmmaking. November 19, 2010: ICARO Film Festival – Guatemala City, Guatemala Christy returned to Guatemala to attend the Latin American Premiere of NWNC at the ICARO Film Festival. In addition to the public screening as part of the ICARO Film Festival, Every Mother Counts organized a small private screening in conjunction with PPFA for an audience that included policymakers and influential civil society members. EMC did some follow up field visits within the MNCH community in Guatemala including: • A trip to Hospicio San Jose to examine the link between HIV/AIDS and maternal health • To a village called El Rosario where a local NGO called Renacimiento was scaling up services to rural communities • To the Chimaltenango National Hospital where a new maternity wing had just been built. • EMC also participated in a press conference with AGMM and OSAR--the Guatemalan women’s’ physicians association and the NGO umbrella organization to focus on the recently passed Healthy Maternity Act and the Universal Access to Family Planning law. December 9, 2010: Watch Docs – Warsaw, Poland NWNC was included in the 10th anniversary WATCH DOCS Human Rights in Film International Film Festival, in Warsaw, Poland. The film was translated into Polish and shown at two separate screenings. In addition, the film was made available online during the festival. January 10, 2011: Sun Valley Opera House – Sun Valley, Idaho Hosted by the St. Luke’s Wood River Foundation and Americans for UNFPA, NWNC was screened in Sun Valley as part of a Women’s International Health discussion. A Q&A followed with: • Dr. Thomas Burke, the Chief of Global Health and Human Rights at Massachusetts General Hospital and senior faculty member at Harvard Medical School • Arlene Samen, Founder and Executive Director of One Heart Worldwide took questions from the audience February 24, 2011: Modern Art Museum of Fort Worth, YWCA of Fort Worth & Tarrant County, Women’s Policy Forum, and CARE Action Network – Fort Worth, TX NWNC was screen in Fort Worth, Texas as part of an educational outreach event sponsored by CARE. A Q&A followed with: • Jody Keyserling, Senior Policy Analyst with the Policy and Advocacy Unit at CARE Action Network • Eric Bing, the Director of Global Health for the Bush Institute. March 7, 2011: Goldman Sachs – New York, NY Goldman Sachs screened NWNC in front of an audience of approximately 50 partners at the firm. Christy spoke and fielded questions from the group, many of whom then became involved with the organization. March 13, 2011: Take One Action Film Festival w/Oxfam Scotland – Edinburgh, Scotland As part of an International Women’s Day celebration, NWNC was screened. A small panel discussion followed the sold out screening. 5
March 16, 2011: World Affairs Council – Seattle, WA The World Affairs Council and the Washington Global Health Alliance (WGHA) hosted perhaps the largest screening for NWNC in Seattle. After a small cocktail reception, NWNC was screened for approximately 800 viewers and then Christy joined a panel of speakers including: • Ms. Lisa Cohen, the Director of the Washington Global Health Alliance • Dr. Gary Darmstadt, the Director of Family Health for the Bill & Melinda Gates Foundation • Dr. Chris Elias, the President and CEO of PATH • Dr. Craig Rubens, the Founder and Executive Director of the Global Alliance for the Prevention of Prematurity and Stillbirth (GAPPS) March 17, 2011: UCSF Global Health Sciences and Amnesty International – San Francisco, CA The screening was hosted by NWNC advisor, Dr. Suellen Miller, PhD, CNM, University of California, San Francisco (UCSF). Christy and Suellen joined Nan Strauss, Researcher, Amnesty International, and Sally Rankin, UCSF School of Nursing, for a panel discussion after the film. The next day we attended the Amnesty International annual conference where Christy spoke in front of the general plenary and then screened the 17 minute version of her film in front of a smaller side group. March 20, 2011: Planned Parenthood of Utah – Salt Lake City, UT In Salt Lake City, we attended two separate events. The first was the Planned Parenthood annual dinner where Christy addressed the crowd and screened a portion of the film. The next day we screened NWNC in full at the Salt Lake City Film Center and Christy took questions from the audience. April 5, 2011: Harvard Medical School – Boston, MA Following a meeting of the Global Health Advisory Board at Harvard University (on which Christy sits), Harvard organized a screening for the medical school community. After the screening, Christy participated in a panel discussion that included: • Annekathryn Goodman, MD, Director, Gynecology Oncology Fellowship Program at MGH and Associate Professor of Obstetrics, Gynecology and Reproductive Biology at HMS • Sarah Marsh, MPH, Nurse Midwife, former Women’s Health Coordinator Haiti for Partners In Health • Sadath Sayeed, MD, JD, Director, Program in Newborn Health and Social Change, Department of Global Health and Social Medicine at HMS and Neonatologist at Children’s Hospital Boston. April 13, 2011: Ohio State University Health Sciences Center for Global Health – Columbus, OH The Ohio State University College of Public Health and the Wexner Center for the Arts hosted a screening and panel discussion of NWNC for the entire University community- which included undergraduates and graduate students across a wide variety of health science fields. The panelists included Christy and: • Andrea Cambern, news anchor, WBNS • Teresa Long, Columbus’ health commissioner) • Dr. Mark Landon, professor, OSU Medical Center’s Department of Obstetrics and Gynecology • Dr. Walter Hull, professor, OSU Medical Center’s Department of Obstetrics and Gynecology May 2, 2011: Paley Center for Media – New York, NY Toshi Reagon opened the screening with a musical performance from her song that she contributed to the Every Mother Counts Starbucks compilation album. The screening was followed by a panel discussion that included Christy and: • Dr. Suellen Miller, PhD, CNM, University of California, San Francisco (UCSF) • Ann M. Starrs, President, Family Care International • Pat Mitchell, President and CEO, Paley Center for Media May 11, 2011: Capitol Hill with Mother’s Day Every Day, CARE, White Ribbon Alliance EMC hosted an event on Capitol Hill following a briefing hosted by Representative Conyers where Christy spoke on a panel. Among the 60 people in attendance, there was Representatives Capps, Cohen, Conyers and DeLauro as well as other bipartisan Congressional staff and NGO staff.
May 13, 2011: McLaughlin-Rotman Centre for Global Health & Grand Challenges Canada – Toronto, Canada McLaughlin-Rotman Centre for Global Health & Grand Challenges Canada hosted this screening, which was followed by a panel that included Christy and: • Peter Singer, Director of the McLaughlin-Rotman Centre for Global Health and CEO of Grand Challenges Canada • Mary Tidlund, Founder of the Mary Tidlund Foundation • Karlee Silver, Postdoctoral fellow May 23, 2011: MORE Magazine Reinvention Convention – Los Angeles, CA Christy participated in a Q&A panel as part of the MORE Magazine Reinvention Convention then screened NWNC for a private audience of convention attendants. Christy then took questions for the audience and engaged in a conversation about the making of the film and the goals of Every Mother Counts. May 30, 2011: Plum Magazine Screening/Discussion– Southampton, NY Plum Magazine and Peggy Siegal hosted a screening and Q&A with Christy and Dallas Brennan Rexer (producer, NWNC) followed by a fundraising dinner for Every Mother Counts for New York tastemakers and media. June 7, 2011: NBC screening – New York, NY The Women’s Network at NBCU in partnership with TODAYMoms hosted a private screening and discussion with Christy. We received positive feedback on both the film and Q&A. One viewer noted, "The film was absolutely touching! Regardless of whether you were a mother or not, it was something that as women we could all connect to." June 9, 2011: UNFPA – Brussels, Belgium UNFPA hosted a screening in the Goethe Institute in Brussels, followed by a panel discussion. Speakers included: • Ms. Sietske Steneker, Director of the UNFPA Brussels Office • Ms. Goedele Liekens, UNFPA Goodwill Ambassador • Ms. Dagmar Schumacher, Director UN Women Brussels Office • Ms. Pascale Maquestiau, Director of Le Monde selon les Femmes, a civil society organization based in Belgium • Mr. Antonio Vigilante, the Director of the UN Office in Brussels opened the evening. June 20, 2011: Bangladesh Premiere – Dhaka, Bangladesh EMC returned to Bangladesh in June to premiere NWNC- the last of the four profiled countries to host a live screening. The premiere was hosted by DFID, BRAC, CARE, and ICDDR,B and screened for about 150 maternal health experts and community leaders. EMC invited mommy blogger, Heather Armstrong, and CEO of Lifeway Foods Inc, Julie Smolyanksy to accompany them to premiere and also four days of field visits. After the film, a question and answer session included the following panelists: • Tim Evans, Dean at the James P Grant school of Public Health at BRAC University and ICDDR,B • Birthe Locatelli-Rossi, Chief, Health and Nutrition Section UNICEF • Dr. Faruque Ahmed, Director of the BRAC Health Program. June 28, 2011: AWHONN Annual Conference - Denver, CO In addition the screening, the Association of Women's Health Obstetric and Neonatal Nurses sent information regarding the film and EMC around to their members through the Vitals e-newsletter, which reaches 22,500.
July 6, 2011: CARE Canada Women's World - Canada NWNC was screened and followed by a Q&A. CARE is a proud sponsor of Women’s Worlds 2011, a unique global event that will enhance women's leadership skills and organizational capacity, support the exchange of knowledge and ideas, and foster research and action networks on women's issues. August 2, 2011: Evercore Partners – New York, NY After joining a small private dinner with women representing various Wall Street firms, we were invited by Angela Dalton (who was 8.5 months pregnant with her third child at the time) to screen the film to Evercore Partners and invited clients. We screened the film and engaged in a Q&A. August 20, 2011: Mama Glow Film Festival - Sag Harbor, NY The Mama Glow!™ Film Festival at WellNEST was created by Latham Thomas, along with Haley Binn, mother and contributor for Hamptons Magazine, and Rachel Paletsky, an advocate for integrative alternative medicine practices and founder and creative director of WellNEST and WellNEST Studio. The idea of creating a positive culture of birth that is empowering for women and families resonates with Haley, Latham, and Rachel. They decided to showcase two films that have taken a tremendous stance in bringing awareness to maternal health and birth options. With gratitude they welcome you to their first annual event honoring women and innate wisdom of the female body. We welcome you in joining them in shifting towards a healthier consciousness around birth. September 10, 2011: PPFA – New York, NY PPFA hosted a short screening in honor of Dr. Linda Valencia's, the Program Office of PPFA Guatemala and main character of the NWNC Guatemalan segment, first ever visit to New York City. Latanya Mapp Frett , VP for International at PPFA, provided an introduction, and following the screening, Christy and Linda participated in a panel with: • Dee Redwine, Regional Director Latin America and Caribbean Regional Office, PPFA • José Rós, CIEBA • Leila Darabi, Director of Global Communications, PPFA September 16-18, 2011: Providence Latin American Film Festival - Providence, RI NWNC was screened at Bryant University, RISD, and Providence College as part of the festival. A panel discussion followed the first screening, led by: • Toby Simon, Director of Bryant’s Hochberg Women’s Center • Donna Tawse, a professor at Bryant University for 20 years and a Family Nurse Practitioner with an emphasis on women’s health September 21, 2011: Word*Rock*& Sword: A Festival Exploration of Women's Lives - Brooklyn, NY NWNC was screened at the Restoration’s Center for Arts and Culture and followed by a Q&A with Christy. In response to the conservative political backlash against women’s rights, the first Word*Rock*&Sword festival will unite New Yorkers for eight dynamic days of creativity, support and activism. Conceived by musician-activist Toshi Reagon, Word*Rock*&Sword offers performances, screenings, classes and discussions at Manhattan and Brooklyn performance venues as well as yoga studios, cafés and bookstores in September. September 25, 2011: HATCH launch and screening To celebrate the launch of Ariane Goldman's, HATCH, clothing to wear before, during and after pregnancy, Gilt City and Gilt Children hosted a screening of NWNC followed by a talk by Christy. Ticket sales went to benefit EMC. As a proud partner of EMC, $5 of all purchases of the HATCH website are donated to EMC's initiatives to raise awareness on maternal and child health. October 12: NYU Global Summit - NYU Langone Medical Center, New York, NY Christy screened the film followed by a Q&A during the weekly NYU Department of OB/GYN meeting. The department consists of 100 OB/GYNs, 15 midwives, 40 OB/GYNS in training, 25 medical students, 10 researchers and 10 nurses who manage women’s health at both Tisch and Bellevue Hospitals. The screening was hosted by Dr. David Keefe, Stanley H. Kaplan Professor and Chairman of Obstetrics and Gynecology Chairperson and Professor Departments of Obstetrics and Gynecology (Chair) and Cell Biology (Cell Biology). 8
October 14, 2011: ACOG District III Annual Meeting & ACOOG Fall Conference - Philadelphia, PA EMC was invited by ACOG’s former President, Richard Waldman, to screen NWNC at the ACOG/ ACOOG Fall Conference in Philadelphia, PA. Erin Thornton travelled to Philadelphia to join in the 17 minute version screening and to address the crowd of OB/GYNs about the issue and to speak to interested individuals afterwards. The attendees were obstetricians, gynecologists and related health care professionals. Attendees from the ACOG District III region representing Pennsylvania, Delaware and New Jersey, and additionally obstetricians and gynecologist nation-wide, who are practicing Doctors of Osteopathic Medicine (D.O.). The purpose of the exhibit is to allow companies an opportunity to complement the scientific sessions by informing and educating OB/GYN professionals on the latest developments in equipment, supplies and services that are available October 15, 2011: 2011 AAP National Conference and Exhibition - Boston, MA On the first day of the American Academy of Pediatrics (AAP) annual conference, Christy addressed a room full of pediatricians, medical students and administrators who had a special interest in international pediatrics issues. We screened the 17 minute version of the film and Christy delivered a speech which focused on a character who was not a focal point in the film--Lightness. AAP conference faculty represent 8 of the top-10 ranked children’s hospitals in the United States and nearly 200 organizations, including universities, medical institutions, public health offices, and government agencies. The AAP conference is dedicated to keeping you abreast of the latest best practices in pediatrics October 26: LUNAFEST Film Festival- USA & Canada Established in 2000 by LUNA, the makers of the Whole Nutrition Bar for Women, LUNAFEST connects women, their stories and their causes through film. This traveling film festival spotlights the work of a diverse array of talented women filmmakers with intelligent, funny and thoughtprovoking themes. Equally important, LUNAFEST can be used as a "fundraiser-in-a-box", helping hosts raise money for nonprofits in their own communities, as well as for their main beneficiary, the Breast Cancer Fund. 100 percent of all net proceeds are donated to charity. Since its inception, LUNAFEST has grown from a single annual event to a coast-to-coast force with more than 150 North American screenings each season. To date, 92 filmmakers have been featured, nearly $1.2 million dollars has been raised and thousands of attendees have come away moved, entertained and inspired. Every Mother Count's educational module, "Obstetric Fistula" was featured in the festival. The New York Premiere was co-hosted by Every Mother Counts and the Breast Cancer Fund. October 29, 2011 – ACOG District II’s Annual District Meeting – New York, NY Christy screened the 17 minute film and did a presentation and Q&A, moderated by Dr. Richard Waldman, former president of the American Congress of Obstetricians and Gynecologists. The annual conference is attended by hundreds of OB/GYNs from across New York State and beyond. District II represents over 4,000 members who deliver health care to New York’s women. November 3, 2011 – Credit Suisse – New York, NY Christy was invited to screen the 17 minute film and did a presentation and Q&A for Credit Suisse, sponsored by Americas Women's Network. Chris Tiberg, head of the Network, moderated the event. Credit Suisse employees, clients, and alumni made up the audience. The Women's Networks in the Americas, Australia, EMEA, Hong Kong, Switzerland and Tokyo provide forums to support women's professional and personal development within Credit Suisse. They promote an environment in which women at all levels across the Bank can flourish and reach their full potential.
November 14, 2011: LREI 90th Anniversary Speaker's Series – New York, NY Christy screened the film and did a presentation and Q&A for her children's school, which celebrated it's 90th anniversary with a Speaker's Series- geared towards the LREI community (current and alumni families, faculty, students seventh grade and up), and the public. Other presenters included a Pulitzer Prize winner, a MoMA artist, and a New York Times contributor. Prior to the screening, Christy was interviewed by 8th grade girls for their Women's Reproductive Rights group. November 16, 2011: Princeton University – Princeton, NJ The Woodrow Wilson School of Public and International Affairs co-hosted a screening, panel and Q&A. Prior to the screening, Christy met with 15 students and post-doctorates to discuss their research and how it fits in with the broader context of maternal health and reproductive rights and the EMC campaign. The panel and Q&A included Christy and the following: • Elizabeth Armstrong, associate professor of sociology and public affairs at the Woodrow Wilson School • Anne Case, Alexander Stewart 1886 Professor of Economics and Public Affairs at the School • Stephanie Hauck, Ph.D. candidate in the department of ecology and evolutionary biology at Princeton, will moderate the discussion. TELEVISION RATINGS and ONLINE DISTRIBUTION NWNC has been secured to TV broadcasts in over 120 countries. Not all broadcasters have been able to provide estimates for viewership. So far the film has premiered on: • • • • • • • • •
United Kingdom: Brightwide - 2010-2011 Spain: RTVE - March 12, 2011: 467,000 viewers United Kingdom: SKY Atlantic - March 13, 2011 United States- The Oprah Winfrey Network (OWN) May 7 & May 8, 2011: 348,000 viewers | June 4, 2011: 88,000 viewers United States: YouTube - May 8-18, 2011: 22,651 hits on the OWN YouTube Channel Canada: CORUS - May 22, 2011 France: Les Dossiers de TEVA - May 28, 2011 Israel: yes Docu - July 24, 2011: 11,760 viewers Germany: Servus TV - December 15 & 18, 2011
Future broadcasts include Discovery Asia in 2012 and Turner Latin America 2012. VIEWS OF OTHER ONLINE TOOLS NWNC trailer: 593,058 views Every Mother Counts Education Modules: • Transportation: 2,561 views • Human Resources: 3,539 views • Obstetric Fistula: 3,106 views • Family Planning: 2,267 views Interview with Linda Valencia: 5,788 views Interview with Jennie Joseph: 10,599 views Interview with Sabina Faiz Rashid: 8,398 views Interview with Godfrey Mbaruku: 4,665 views Jubilee Project, “World Without Moms”: Nearly 1 million EMC “Moms” PSA: 5,980 views EMC “Choices” PSA: 1,118 views CTB asks viewers message: 33,190 views Filmmakers@Google: Christy Turlington Burns: 10,324 views Welcome message from Christy: 6,835 views
NWNC VIEWER TESTIMONIALS VIA FACEBOOK -Just watched NO WOMAN NO CRY, outstanding eye opening movie -"It is possible to experience an awakening in this life through realizing just how precious each moment, each mental process, and each breath truly is." - Christy Turlington Burns lives by her quote and by example. -All women should see and feel this film -Thank you for bringing awareness to this problem. EVERY woman deserves to have the resources for reproductive health! -Just saw the documentary. We really need to change this world. -I have fallen in love with Every Mother Counts. I'm adopting it as my cause. Because as a mother, it is my cause. Thank you Christy. -Amazing! Thank you for bringing to us the stories of our sisters! Thank you for offering ways in which we can help. -This documentary really opened my eyes and heart to this very real issue -I just finished watching the film on the OWN Network, and it touched my soul! Thank you for giving me the knowledge. -A wonderful documentary - I am so moved by this issue! -Thank you Christy for your groundbreaking work in raising global awareness surrounding these issues. -The world needs as many organizations, who are willing to embrace such a model and operate like this, as it can get. -Thank you Christy (and staff and crew) for a film that educates and inspires! - A great documentary every mother should watch Joan Juliet Buck for Vogue.com “The documentary makes clear the universal connection between women” “NO WOMAN, NO CRY is full of beautiful images that give way to well-observed, horrible details, and it raises terrible questions about the vulnerability of women and babies, and the failure of structures to protect them.” Sheryl WuDunn, co-author, Half the Sky "If we are to support women and girls, we must address the issue of maternal mortality. NO WOMAN, NO CRY brings this tragic and preventable injustice to the forefront and makes the crucial point that change is possible." Karen Valby for Entertainment Weekly “It was harrowing, infuriating stuff...Turlington struck me as passionate, practical-minded, and solution-oriented.” Michelle Goldberg for the DAILY BEAST “By following the stories of individual women around the world, No Woman No Cry shows why pregnancy is so often deadly in poor countries, and why small, intelligent interventions can make such a difference. “ President Kikwete of Tanzania “NWNC is a call to action for all humanity, leaders, governments, philanthropists and all persons of good will. "
MEDIA COVERAGE For the launch of NO WOMAN, NO CRY we married a traditional media relations approach with digital outreach and speaking engagements to spread the word about this one of a kind documentary. Overall, the film has been covered by over 100 media outlets from around the globe including national print publications, broadcast outlets, influential bloggers, and several “tweeters.” The overall tone of the coverage was positive and brought to light for millions of people the struggles that woman face around the world when it comes to maternal and child health. Totaling over 260 million media impressions, highlights include: PRESS BabyCenter | Bill and Melinda Gates Foundation | The Huffington Post | MomsRising.org | ONE | Starbucks | TODAYMoms | Vancouver Sun | The Agenda – TVO | CBS | The Gayle King Show | Today Show | Charlie Rose | Piers Morgan | The Toronto Star | The Daily OWN | BlogHer | (RED) | Al Jazeera | WOSU's All Things Considered | Filmmakers @Google | New York Times | Vogue (UK) | Marie Claire (US to Hungary to Greece) | CBS Sunday Morning | Entertainment Weekly | Elle Magazine | People Magazine | The Canadian Press | ABC Good Morning America | Erin Burnett OutFront on CNN | CNN American Morning | ABC Diane Sawyer special | Talk im Hangar-7 IMPACT Every Mother Counts was launched in order to drive awareness but also action. In its first year, the majority of efforts centered around Mother’s Day in the U.S. with the Count Me In! campaign. As part of the campaign, we designed actions that could be taken to use either a person’s time, their voice, or their resources to make a difference. GIVE YOUR TIME Run/Walk a 5K: In November 2011, EMC was given 10 slots in the ING NYC Marathon. Christy and Erin joined 8 other runners, including Heather Armstrong (Dooce.com) and Julie Smolyanksy (Lifeway), to run on behalf of maternal and child health, raising almost $140,000 for the cause. Inspired by the excitement and enthusiasm of people all over, EMC asked people around the world to run/walk their own 5K’s on behalf of MNCH. We had over 100 individuals running and walking their own 5Ks on November 6 as Team EMC also completed the ING NYC Marathon. Host a Watch Party: We asked viewers to watch the OWN premiere of NO WOMAN, NO CRY with friends and loved ones. Every Mother Counts developed a watch party kit to encourage community groups to view the film together and facilitate discussion. The kit included background information on the issue, the making of the film, descriptions of actions that could be taken and discussion questions that followed commercial breaks and suggested how groups could discuss the film along the way. Around 445 viewers downloaded the kit. Through partner organization GO-MCH, we engaged with watchparty.tv to pull together virtual watch parties . We also set up a Facebook RSVP page but only received 24 RSVPs. We believe short planning times accounted for this lack of engagement. Donate your used cell phone to Hope Phones: Hope Phones partnered with Every Mother Counts to recycle cell phones and use the proceeds to equip health workers in developing countries so that they can better address maternal health needs. We focused the project on the Democratic Republic of Congo, which is one of the eleven countries with the highest burden of maternal deaths. The cell phone drive was incredibly successful. Our goal was to mobilize 10,000 phones for the site identified by Hope Phones. As of August 2011, we were on track to exceed that target with 15,000 phones collected. Our partnership with Hope Phones has inspired them to focus more specifically on maternal and child health and to expand the project in the DRC. We continue to work closely with them to expand opportunities for cell phone drives, and most recently participated in the GWU “Rally for Hope” cell phone drive with Chelsea Clinton, Juju Chung, and ABC’s A Million Moms Challenge. 20,000 phones were collected. We are also partnering with Hope Phones to leverage the ONE Campus Challenge to invite 100-150 college campuses to follow the GWU initiative. 12
GIVE YOUR VOICE We believe that using your voice is one of the most important ways individuals can engage on supporting maternal health. For Mother’s Day, we invited viewers to share their own story with us, to join us at Every Mother Counts through email, Facebook or Twitter, and to sign a Mother’s Day card supporting legislation that would improve the state of maternal care right here in the U.S. Share your story: We built a “v-wall” (a virtual wall) where individuals could share a story about themselves, a mom in their life, or someone who made a difference. Nearly 130 contributions including personal photographs, videos, and stories were submitted by our supporters to the Every Mother Counts virtual wall to share stories related to mothers and maternal health. Content included submissions from Former First Lady Laura Bush, Cindy McCain, Naomi Campbell, Roseanne Cash, Tory Burch, Tina Sharkey, and many more.
Join the movement: We invited supporters to join our community to receive updates on the issue and the campaign. Individuals could sign up by providing their email address, could follow either Christy, @everymomcounts on twitter or could like us on Facebook. Over 4,000 people have demonstrated support for Every Mother Counts by joining the listserv for regular campaign updates. As December 2011, Every Mother Counts had 13,987 Facebook Fans; 3,050 Twitter followers and 681,371 YouTube Channel views. Additionally, Christy Turlington Burns maintains a twitter following of over 39,797 people. We also learned that www.everymothercounts.org received a 400% increase in hits from 2010-2011, and viewership spans throughout 189 countries. Improve maternal care in the US: We joined with Amnesty International to send Mother’s Day cards to their members of Congress and ask them to support legislation that would improve reporting in the U.S. on maternal deaths. The greatest success form this campaign came through a partnership with Momsrising.org which inspired 15,000 people to take action each writing 3 cards to members of Congress and thus in total generating 43,000 cards supporting the legislation. GIVE A DONATION We drove energy and resources towards a few key efforts to train midwives, provide transportation to health workers, collect supplies and equipment, build a clinic and also through some partnerships to raise resources for the Every Mother Counts campaign. Sponsor midwife training: Every Mother Counts partnered with Save the Children to support midwife training in Afghanistan, where maternal health rates are at their worst. More than $16,000 was raised through this partnership, which in turns will result in eight new midwives in the country. Additionally, over 439 site visits were generated to Save the Children. Lend a lift: In order to address the transportation barriers that some women face in reaching the care they need, Every Mother Counts and Riders for Health joined forces to provide health workers in Western Kenya with motorcycle transportation and the necessary training to ensure that women can be reached with life saving care. The campaign generated 115 site visits to the Riders website and raised a total of $3,280 to support motorcycle transportation to health workers in Western Kenya. Funds raised are enough to keep a motorcycle on the road and running for a year and to train at least 2 health workers in driving and maintenance so that they can reach more patients. 13
Spare a landfill and save a life: Health workers need basic equipment and supplies in order to do the job they were trained to do. We partnered with Doc to Dock to send a 40 foot container full of unused medical equipment and supplies to South Sudan. We re-launched the campaign around the independence of South Sudan and in total generated $12,000 for the effort. While this fell short of our total goal of $18,000, we entered in tor a partnership through Doc to Dock on a broader effort that is underway with South Sudan so that the shipment will in fact be sent shortly. Build a health clinic: Every Mother Counts partnered with CARE to help build health clinics in the Democratic Republic of Congo which will allow women access to clean delivery environments and basic obstetric care. In total $4,597.50 was raised from 53 donors through the Count Me In! Campaign which will be put towards the cost of building a new health clinic in the Democratic Republic of Congo. Buy the Starbucks CD: In partnership with Starbucks, Every Mother Counts created a compilation CD of music that was sold exclusively in stores in the lead up to Mother’s Day. The CD featured artists including: Martha Wainwright, Carla Bruni, Gwyneth Paltrow, Patti Scialfa and Bruce Springsteen, Toshi Reagon and Bernice Johnson Reagon, Angélique Kidjo, Ani DiFranco, Dixie Chicks, Rosanne Cash, Sheryl Crow, Jennifer Lopez, Karen Elson, Sinéad O’Connor. Proceeds from the CD ($8 from every album sold) were split. 60% of total proceeds were given to CARE for their maternal health programs in coffee-growing countries and 40% of the resources were given to Every Mother Counts to scale up advocacy efforts. In total we sold approximately 43,000 units and made the Billboard Top 200 charts at #54.
COUNTRY-SPECIFIC/LEGISLATIVE IMPACT United States In addition to the campaigns we ran around Mother’s Day, the film touched and inspired many others to get involved in numerous ways. One such example is in inspiring Representative John Conyers (DMich) to introduce legislation on the Hill. Representative Conyers saw the film in 2010 and was very moved by what he learned. On March 3, 2011 Representative Conyers introduced the Maternal Health and Mobility Act to improve maternal health in the United States. “This legislation provides grants to establish State maternal mortality review committees on pregnancy-related deaths. It also develops definitions of severe maternal morbidity and data collection protocols, and, works to eliminate the disparity in maternal health outcomes between affluent and impoverished mothers in the United States. “As Conyers explains, “Watching the heartrending stories in No Woman, No Cry I grew increasingly determined to introduce H.R. 894, the Maternal Health and Mobility Act of 2011...Thank you [Christy] for your wonderful work, and your inspiration. I look forward to continuing to work together to increase education and support for maternal and child health.” Guatemala In 2010, several important advances were made in Guatemala in terms of maternal health. Most notably, the Healthy Motherhood Law was adopted in September 2010. In contrast to the laborious approval process of the Family Planning Law, this law moved through the legislature quickly, helped along by significant political will and a pressure from civil society. This new law recognizes the Guatemalan government's obligation to address the country's high rate of maternal death, guarantees universal access to "high quality, culturally appropriate and free" obstetrical care (including obstetrical emergencies), obligates the Ministry of Health to monitor and investigate all cases of pregnancyrelated death, and requires that the Ministry of Health set aside sufficient funds for all of the above, with an emphasis on meeting the needs of the poorest areas of the country. Also, in March 2010, the UN Special Rapporteur for the Right to Health, Mr. Anand Grover, conducted a civil society consultation for Central America, Mexico, and the Caribbean in Guatemala (coordinated by PPFA and the Center for Reproductive Rights). He followed up this civil society consultation with an official consultation with the government of Guatemala in July 2010, in which he clearly laid out the consequences of unsafe abortion, calling out the government's responsibility to address this issue that disproportionately affects poor and vulnerable women. His resulting report to the UN Human Rights Council made explicit recommendations. To quote the report: "He notes that rural indigenous women remain a marginalized group and severe disparities exist in relation to contraceptive uptake and access to obstetric care. He also expresses concern over the status of abortion laws in Guatemala, and the resulting high rate of procurement of unsafe abortions, as well as the increasing prevalence of violence against women." His recommendation was very clear: "(e) Guarantee women's effective exercise of their right to the highest attainable standard of health, including access to safe, acceptable and affordable abortion services (at least in cases of medical emergency or sexual assault) and review the laws containing punitive measures against women who have undergone illegal abortions." Lastly, inspired by NWNC, the news outlet Al Jazeera English produced a documentary as part of its Witness series, on lack of access to family planning and the toll of unsafe abortion in Guatemala. It can be seen here: http://english.aljazeera.net/programmes/birthrights/2011/04/201141275013687249.html
APPENDIX Background Information NO WOMAN, NO CRY For hundreds of thousands of women each year, pregnancy is a death sentence. Shockingly, nearly all maternal deaths and disabilities could be prevented. NO WOMAN, NO CRY is a gripping documentary that tells the personal stories of pregnant women and their caregivers in four countries as they try to avoid adding to these troubling statistics. The film puts audiences in the footsteps of a Maasai woman in labor who must walk five miles to a clinic with no electricity, a young pregnant woman in the slums of Bangladesh too ashamed to seek out care, a pregnant OB in Guatemala who helps women who have suffered from botched illegal abortions, and a midwife in central Florida who treats uninsured women who are denied appointments elsewhere. First time director Christy Turlington Burns opens the film with footage from her own harrowing birth experience. A quick turn of events during the delivery of her daughter inspires her to see firsthand what can be done to help other women who do not have the same access to quality care that she did. Considered by Metromix New York to be one of Tribeca Film Festival's "most intimate, impassioned non-fiction works," NO WOMAN, NO CRY is able to engage wide-audiences and build connections between disparate populations. By using character-driven storytelling to put a face behind the statistics, NO WOMAN, NO CRY leaves audiences with a clear message: EVERY MOTHER COUNTS. EVERY MOTHER COUNTS Every Mother Counts is an advocacy and mobilization campaign to increase education and support for maternal mortality reduction globally. Every Mother Counts seeks to engage new audiences to better understand the challenges and the solutions while encouraging them to take action to improve the lives of girls and women worldwide. The keystone of the campaign is www.everymothercounts.org, an interactive platform providing the tools to raise awareness, education and action. EMC & NWNC ADVISORS Formed in 2009, the No Woman No Cry (NWNC) Advisory Council provides invaluable support and guidance. Representative Lois Capps U.S. Congresswoman, California, 23rd District Deborah J. Gordis, MPH Program Implementation Manager, White Ribbon Alliance Prof. Lynn Freedman, JD, MPH Columbia University Rory Kennedy Moxie Firecracker Dr. Suellen Miller, PhD, CNM University of California, San Francisco (UCSF) Dr. Herbert Peterson MD, FACOG The University of North Carolina at Chapel Hill Prof. Jeffrey D. Sachs Columbia University Ann M. Starrs Family Care International Diana Taylor, MPH, MBA Wolfensohn & Company