United States is one of the most dangerous high-resource nations in the world to give birth. In 2022 there were approximately 22 maternal deaths for every 100,000 live births in the United States — far above rates for other high-income countries. U.S. maternal mortality is lowest for Asian American women and highest for Black women. Nearly two of three maternal deaths in the U.S. occur during the postpartum period, up to 42 days following birth. Compared to women in other countries, U.S. women are the least likely to have support such as home visits and guaranteed paid leave during this critical time.
Key objectives:
In 2020, iHeartMedia launched the iHeart Communities Spotlight Media Grant Program to support with free media nearly 20 organizations that are making a positive impact within communities and serving the full diversity of the country. To date, iHeart has committed over $11 million worth of media to leading organizations supporting American communities that fight against hate and racism and bring attention to issues disproportionately impacting underserved communities. Past iHeart Spotlight Media Grant partners include UNCF; GLAAD; Operation Hope; NAACP; SAGE; OutRight Action International; Big Brothers Big Sisters; CenterLink; Stop AAPI Hate; National Urban League; Black Music Action Coalition; The National Black Justice Coalition; Shine a Light; Hispanic Promise; The Trevor Project; The Ad Council's Fight the Virus, Fight the Bias; National Association of Black Journalists (NABJ); and Asian Americans Advancing Justice.
In May 2024 for Mother’s Day, iHeartMedia launched a Spotlight Media Grant campaign in partnership with Every Mother Counts, an organization that works to advance evidence-based strategies to address the global maternal health crisis and improve maternal health outcomes and the experience of care for all. The campaign aimed to educate listeners on maternal health statistics as well as available resources to learn more and get involved.
Execution
On-air media
Kicking off May 2024 for Mother’s Day Weekend, iHeartMedia aired PSAs across its 850 radio stations speaking about maternal deaths in the United States and encouraging people to learn more and get involved to help bring awareness to the issue. An additional PSA spoke on racial disparities and how Black mothers are three times as likely to die from childbirth.
Public affairs interview
In May 2024 Christy Turlington Burns, Founder & President of Every Mother Counts, gave an interview for Mother’s Day Weekend. In the interview she explained to iHeart listeners how Every Mother Counts is working to make pregnancy and childbirth safe, respectful and equitable for mothers across the country and around the world.
Digital and social media placement
iHeartMedia ran ads across its 850 station websites directing visitors to Every Mother Counts website to learn more about the cause and organization.
Additional maternal health initiatives
In addition to Every Mother Counts, iHeartMedia also partnered with Black Mammas Matter Alliance (BMMA). iHeartMedia ran PSA across all its stations during Black Maternal Health Week 2024 encouraging listeners to engage in events, conversations, and activism for Black Maternal Health, with the hope of building a healthier future for all Black mothers.
