The Challenge

Use your creative genius to show that moms around the world deserve more! Quality maternal health is not an option, it's a right.

Let’s start with the bad news: For too many women around the world, childbirth is hardly safer today than it was 100 years ago. By the time you’ve finished reading this, a woman will have died from complications related to pregnancy or childbirth. And for every woman who dies, 20 more will suffer injury, infection or disease.



Yet the vast majority of maternal deaths (eight in ten, if you want to be precise) could be averted with simple -- often low-cost -- treatments and quality obstetric care.



So it’s time we create some good news. There are plenty of problems in the world we don't know how to solve. Fortunately, this isn't one of them. Moms deserve more. Moms matter. Now, let's make it obvious!



You can meet this challenge with:

  • The most retweetable tweet of all time
  • A New York Times-worthy column that would make Nick Kristof proud
  • An iconic print ad or poster
  • Guerrilla marketing or public art that commands immediate Instagarm and yfrog-ing action
  • A must-see must-share video that would hold its own against TED's Ads Worth Spreading
  • THE UNEXPECTED. YOU DECIDE...GO CRAZY!

The deadline for submissions is April 24th at 11:59pm Pacific.

To submit, simply email your name and all links to images, videos, text, or the unexpected to:



EXTRA POINTS AWARDED TO SUBMISSIONS THAT ARE LIVE ON THE WEB (flickr / YouTube / twitter / wherever) + EXTRA EXTRA POINTS FOR COMMENTS, RETWEETS, VIEWS, LIKES, AND FAVORITES.



PLEASE SEE TERMS & CONDITIONS

Media Partner

Judging & Recognition

The deadline for submissions is April 24th at 11:59pm Pacific. The esteemed panel of judges will choose their favorites by May 2nd and the winning submissions will be announced on the Monday following Mother's Day, May 9th.

Winners will be featured by our Challenge Sponsors (Acumen Fund and ABC News) and Media Partner (GOOD).

Our previous challenge winners for the Sanitation is Sexy campaign received hundreds of thousands of impressions, and the winning videos have been viewed a total of 1.5 million times! If we can make sanitation sexy, making moms sexy should be a cinch.

These folks will judge you

Beth Kanter (bio)

Blogger, Author, and Partner at Zoetica

Beth Kanter

Blogger, Author, and Partner at Zoetica

Beth Kanter is the author of Beth’s Blog: How Nonprofits Can Use Social Media, one of the longest running and most popular blogs for nonprofits. She co-authored the book titled "The Networked Nonprofit" with Allison Fine published by J Wiley in 2010 that received Honorable Mention for the Terry McAdams Award. Beth has over 30 years working in the nonprofit sector in technology, training, capacity building, evaluation, fundraising, and marketing.

Beth is a co-founder and partner of Zoetica, a company that serves nonprofits and socially conscious companies with top-tier, online marketing services. In 2009, she was named by Fast Company Magazine as one of the most influential women in technology and one of Business Week’s “Voices of Innovation for Social Media.” She is currently the Visiting Scholar for Social Media and Nonprofits for the Packard Foundation. She is 2010 Society of New Communications Research Fellow for 2010.

Christy Turlington Burns (bio)

Founder, Every Mother Counts, Filmmaker, Author

Christy Turlington Burns

Founder, Every Mother Counts, Filmmaker, Author

With more than twenty-five years at the forefront of the fashion industry, having graced every magazine cover from Vogue to Time, Christy Turlington Burns has established a diverse career as a model, writer, entrepreneur, spokesperson, advocate and now filmmaker. Philanthropy and service have long been a part of Christy's personal and professional mission to make a lasting impact on the world.

In 2005, she began working with the international humanitarian organization CARE and has since become their Advocate for Maternal Health. She has also been an Ambassador for (RED) since their launch in 2006. Her work on behalf of CARE and (RED) inspired her to pursue a Masters in Public Health at Columbia University’s Mailman School where she is currently enrolled.

In 2008, Christy began working on a documentary film profiling the status of maternal health worldwide. In her gripping directorial debut, Christy shares the powerful stories of at-risk pregnant women in four parts of the world, including a remote Maasai tribe in Tanzania, a slum of Bangladesh, a post-abortion care ward in Guatemala, and a prenatal clinic in the United States. NO WOMAN, NO CRY made its world premiere at the 2010 Tribeca Film Festival in New York City with US television broadcast premiering on May 7, 2011 on the new Oprah Winfrey Network. Concurrent with the debut of her documentary, Christy launched Every Mother Counts, an advocacy and mobilization campaign to increase education and support for maternal and child health. 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.

Claire Diaz Ortiz (bio)

Social innovation, philanthropy and causes, Twitter

Claire Diaz Ortiz

Social innovation, philanthropy and causes, Twitter

Claire Diaz Ortiz (née Williams) leads social innovation and philanthropy at Twitter, where she has worked since 2009.

Claire holds an MBA from Oxford University, where she was a Skoll Foundation Scholar for Social Entrepreneurship. She also holds a B.A. and an M.A. in Anthropology from Stanford University.

She is the co-founder of Hope Runs, a non-profit organization operating in AIDS orphanages in East Africa. Hope Runs uses athletics, education, and social entrepreneurship to empower AIDS orphans. Claire got her start in the non-profit world while working as a consultant with international volunteer organizations to encourage programming that improves volunteer experiences in the field.

She also own a small media company that publishes lifestyle websites on such diverse topics as natural living, saving money, blogging, and travel.

Claire has lived on four continents and travelled to more than fifty countries. She has been widely written about in such publications as Business Week, The Independent and The Huffington Post and is an international speaker.

Her first book was published in 2010 (Seal Press).

Her second book — teaching non-profits and causes how to excel on Twitter — will come out in Summer 2011 (Wiley).

Find her at www.claire.us.com or via @claired on Twitter.

Nassim Assefi (bio)

Doctor, Writer, Thrillionaire

Nassim Assefi

Doctor, Writer, Thrillionaire

Nassim Assefi, a 2nd generation Iranian-American, is a global women's health specialist and novelist. She is a Jack Straw 2011 Writing Fellow and a Feminist Press 2010 Top 40 under 40 honoree. For the last decade, she has been an academic in Seattle, a humanitarian aid worker and underground salsa dance teacher in Kabul, an aspiring musician in Havana, and a novelist in Istanbul. In 2009, she was selected as a TEDGlobal Fellow, and curated TEDxRainier in Seattle on 10-10-10. She has traveled to more than 50 countries, and is based in Seattle when she is not abroad. She is a graduate of Wellesley College, University of Washington Medical School, and Harvard’s Brigham and Women’s residency program. She is the author of numerous scientific publications; Aria is her first novel. She is currently writing a second novel set in post-conflict Afghanistan entitled Say I Am You, seeing patients at The Country Doctor Community Health Clinics, serving as medical adviser to ZocDoc, actively involved with Hedgebrook, Whit Press, and the Guttmacher Institute, and living as a thrillionaire.

Cindy Gallop (bio)

Founder & CEO, IfWeRanTheWorld

Cindy Gallop

Founder & CEO, IfWeRanTheWorld

Cindy Gallop's background is brandbuilding, marketing and advertising - she started up the US office of ad agency Bartle Bogle Hegarty in New York in 1998 and in 2003 was named Advertising Woman of the Year. She is the founder and CEO of www.IfWeRanTheWorld.com, a web meets world platform designed to turn good intentions into action one microaction at a time, which launched in beta with a demo at TED 2010, and of www.makelovenotporn.com, launched at TED 2009. She acts as board advisor to a number of tech startups and consults, describing her consultancy approach as 'I like to blow shit up. I am the Michael Bay of business.' She has a reputation as a highly compelling and inspirational speaker at conferences and events around the world on a variety of topics, and recently published ‘Make Love Not Porn: Technology’s Hardcore Impact on Human Behavior’ as one of TED’s new line of TEDBooks launched this year with Amazon.

Natalie Gruppuso (bio)

Photographer

Natalie Gruppuso

Photographer

Natalie Gruppuso was born in Providence, RI and raised nearby in Massachusetts. She received her BFA in photography from Parsons School of Design in 2003. Natalie is currently working on her portrait series Love and Equality: The Faces of Same-Sex Marriage in Massachusetts and was recently awarded a fellowship at the Camera Club of New York. She lives and works in New York City.

Congratulations to Natalie Gruppuso for submitting the latex condom to the Search for the Obvious. Since her entry, picked by SFTO judge Cindy Gallop, was the inspiration for this challenge, we've invited her to participate as an honorary judge!

Resources to help you crush it

Inform your creativity:

In 2005, the UN placed maternal health among its Millennium Development Goals, pledging to “reduce by ¾ the number of women dying in childbirth” and “achieve universal access to reproductive health.” But pledging is one thing; delivering (in this case, literally) another. Around the world, 350,000 women continue to die each year of complications due to childbirth. That's more than a 1000 every day.

Ninety-nine percent of those deaths occur in developing countries. In Sub-Saharan Africa, a woman’s risks of dying of preventable or treatable complications of pregnancy and childbirth is 1 in 31, compared to only 1 in 4300 in the developed world. Look around your classroom; your office; the crowd of people awaiting the next subway care, and suddenly 1 in 31 becomes a lot more troubling.

But people die everyday of diseases they shouldn’t; why should this be any different? Because bringing life into the world shouldn’t so often be marked by death and disease. Because childbirth is one thing that touches us all: whether we go through it ourselves, watch in awe as those we love experience it, or are merely the product of it. Because something so fundamental to what it means to be human shouldn’t be this hard.

Because moms matter: children who lose their mothers are five times more likely to die in infancy than those who do not, and those who survive are less likely to go to school and to grow up to be healthy, functioning adults.

All the news that's unfit to print:
Inspirational stuff:

Wait a second, this challenge isn't about HIV/AIDS or the importance of practicing safe sex, so how did the latex condom inspire this challenge? What we don't often think about is what happens when pregnancies -- planned or unplanned -- are carried to term? What are the risks of childbirth without access to quality maternal healthcare?


Lest you think it’s all bad news, there are thousands of people working tirelessly to improve the lives of mothers and newborns, whose quiet heroism is precisely why we’re launching this challenge. There’s LifeSpring Hospitals (an Acumen Fund investee), which have treated more than 70,000 patients in South India by running small-scale maternity hospitals that specialize in services required by most customers: normal deliveries, caesarian sections and hysterectomies. There’s Kathryn Hall-Trujillo, whose Birthing Project USA has overseen the births of more than 10,000 babies in the US and around the world, pairing young pregnant women with mentors who become their friend, elder sister, and advocate. And thanks to founder Jane Chen and Embrace, premature infants in resource-poor areas have a shot at a healthy start thanks to an innovative infant warmer that costs 1% of the price of a typical incubator. Those efforts -- and the agents behind them -- deserve to be celebrated, championed, and spread to every far-flung corner of the world.


ABC News segments on LifeSpring & Embrace:

Submit your Obvious Object/Idea

1. What you found

We're looking for things that:

  • Are physical objects or services
  • Have helped better the world
  • Have helped millions of people

Please check that your object has not already been submitted.

2. Who you are

Maximum Filesize: 250 MB
Allowed Extensions: png gif jpg jpeg