Objective
“Mom’s Blood Health, My Future” was created to address one of the most overlooked global maternal health issues: anemia and iron deficiency during pregnancy. Despite affecting nearly half of pregnant women worldwide, maternal blood health remains under-discussed, underdiagnosed, and often misunderstood across both developed and developing healthcare systems.
The campaign’s objective was to transform awareness into action by creating accessible, evidence-based educational content that empowers mothers, families, and healthcare providers to recognize the importance of maternal blood health before, during, and after pregnancy.
Produced by World Anemia Awareness in partnership with the Blood Health Awareness Group, the campaign aimed to:
The campaign was designed as the launch point for a larger international maternal blood health initiative culminating in a 9-day digital awareness campaign in September, bringing together OB-GYNs, blood health specialists, and mothers worldwide.
At its core, the project sought to humanize maternal blood health while delivering practical, science-backed education capable of improving outcomes for both mothers and future generations.
Voices from the Campaign
The campaign sparked meaningful conversations and personal story-sharing across all
platforms. Thousands of comments demonstrated the urgent need for maternal blood
health education:
From Campaign Content:
"I suffered PPH... I was lucky I survived. My HB was 12..... after the bleeding it went
down to 5.4... now am good....my son is 3 years old"
"I almost died on 29th July when I gave birth to my daughter. I had a cervical tear,
PPH, my daughter had the cord around her neck. Let me just say thank you God,
and the nurses and doctors who helped me thank you."
"I suffered PPH. I'm never giving birth again. 8 years later and I've not recovered
from the trauma"
"I don't know why it's not talked about often enough...."
"I used to wonder why pregnant women around [me] crave for charcoal"
(Note: Pica/unusual cravings are a common symptom of iron deficiency)
Why These Voices Matter
These comments reveal the hidden scale of maternal blood health crises:
• Women surviving severe hemorrhage without understanding what happened
• Lasting physical and emotional trauma from preventable complications
• Gaps in prenatal education about warning signs
• Recognition that these issues remain stigmatized or unspoken
The campaign created safe space for these stories to be shared, validating experiences
and connecting women who thought they were alone in their struggles.
Expert Perspectives
Dr. Sue Pavord
Consultant Haematologist, Oxford University Hospitals & President of British Society for
Haematology
"It's great to see the huge response this campaign has had. People need to know
about iron deficiency. A simple blood test can detect it and treatment will brighten
spirits and enhance energy."
Professional & Healthcare Adoption
The campaign's educational value extended beyond social media audiences, with
healthcare organizations requesting materials for clinical use:
Institutional Requests:
• Multiple hospital networks requested digital materials for screensavers and
television displays throughout facilities
• Healthcare facilities sought content for both staff education and patient/publicfacing
areas
• Clinical teams requested permission to use campaign videos in staff training and
educational sessions
These requests demonstrate the campaign's credibility and practical utility within
professional healthcare settings, extending reach beyond digital metrics to real-world
clinical environments.
Community Impact & Engagement
Expert Perspectives
Dr. Sue Pavord
Consultant Haematologist, Oxford University Hospitals & President of British Society for
Haematology
"It's great to see the huge response this campaign has had. People need to know
about iron deficiency. A simple blood test can detect it and treatment will brighten
spirits and enhance energy."
Professional & Healthcare Adoption
The campaign's educational value extended beyond social media audiences, with
healthcare organizations requesting materials for clinical use:
Institutional Requests:
• Multiple hospital networks requested digital materials for screensavers and
television displays throughout facilities
• Healthcare facilities sought content for both staff education and patient/publicfacing
areas
• Clinical teams requested permission to use campaign videos in staff training and
educational sessions
These requests demonstrate the campaign's credibility and practical utility within
professional healthcare settings, extending reach beyond digital metrics to real-world
clinical environments.
