Healthcare Marketing Impact Awards - 2024

Campaign: Impossible Journey
Agency/Firm: Area 23, an IPG Health Company
Client: Aster 

Black women are 3 times more likely than white women to die from pregnancy-related issues, according to the Centers for Disease Control and Prevention. Furthermore, more than 80% of U.S. pregnancy-related deaths are preventable.

In response to the discrepancy, the practice management platform Aster worked with Area 23, an IPG Health Company, to release a short film about the struggles of pregnant Black women.

The campaign won silver for Purpose-Led Campaign of the Year among suppliers, vendors and pharmaceutical companies.

Titled "Impossible Journey," the film is intended to use the experiences of Black parents to inspire support for the Mamas First Act, which would allow doulas and midwives to be reimbursed by Medicaid.

More than hand-painted 1,700 individual frames from the film were sent in the mail to Congress members, state legislators, activists and influencers, with plans to send additional frames to hospital administrators and OB-GYNs. Each frame has a QR code for the recipient to scan to watch Impossible Journey and learn about the Mamas First Act. Several recipients said the film was powerful storytelling and voiced their support for the act, according to the agency.