World Vision

Mum's The Word.

The Charity

World Vision International is a worldwide humanitarian organization, providing relief to developing communities and helping over 100 million people in almost a hundred different countries. World Vision Ireland works specifically in six of the most impoverished countries in Africa, including Sierra Leone. They believe the best way to help people is to develop the communities in which they live, through long-term projects, which are funded by donations.

The Issue

Maternal death in Sierra Leone. The biggest killer of women in Sierra Leone isn’t ebola or malaria, it is pregnancy. One in eight expectant mothers there die due to problems arising from their pregnancy, one of the highest rates of maternal death in the world. A social stigma about such deaths makes this crisis even harder to deal with. World Visions goal is to raise awareness of this neglected problem, and inspire donations to help us educate communities and train health nurses on the ground.

The Activity

Awareness through social media. We produced a compelling video featuring a wide range of Irish people, telling us what the word ‘Mum’ means to them, in just a few words.


Combining this simple, touching piece with a message about expectant mothers in Sierra Leone we drew attention to a problem many people are unaware of. This video ran primarily on Facebook and formed the cornerstone of a World Vision Mother’s Day campaign, along with activity on Instagram, twitter and native content through Video views for the campaign topped 350,000 in less than 2 weeks of this time sensitive campaign.