Campaigns

Maternity Health Campaign

Maternity Health Campaign produced for UNFPA Venezuela, 2026

Research

To ensure the effectiveness of our maternal health communication campaign, we carried out a qualitative research process through focus groups with pregnant women in Miranda, Táchira and Zulia. We designed and facilitated these spaces for dialogue in order to gather first-hand insights that would allow us to refine both the content of the videos and the overall communication strategy.

The findings were decisive. Not only did they validate that our messaging was relevant and sensitive to the realities of participants, they also provided key insights to guide the campaign. We learned about their information needs, aesthetic preferences, and—crucially—identified trusted figures and everyday communication channels, such as community leaders and WhatsApp networks, through which information circulates.

This process demonstrates that a social campaign is only truly effective when it is grounded in active and objective listening, allowing for a deep understanding of the community’s needs and the most effective ways to reach them.

Production

Following the consultation and community-based diagnostic process on maternal health, we also led the design and implementation of the awareness campaign focused on the prevention of maternal mortality.

Working closely with our client, we developed the overall strategy—defining key messages, target audiences and distribution channels—before moving into script development, coordination and supervision of audiovisual production, and post-production.

The result was a series of content pieces designed to promote awareness of warning signs during pregnancy and highlight the importance of support for pregnant women. The audiovisual materials featured members of the communities we had worked with, ensuring that women could see themselves reflected and connect with the stories being told.

This approach reinforced one of the central messages of the campaign: while every experience of motherhood is different, support from both community and healthcare providers is essential to ensure it is always safe and positive.

Final outputs included short films of 2–3 minutes, radio pieces, and additional formats adapted to the specific needs identified in each region.

Investigation Susy Pena, Gabriela Rojas, Nayra Gutierrez
Director Susy Pena
Producer Susy Pena
Excecutive Producer Nayra Gutierrez
DOP Alex Bartsch
Editor Alex Bartsch
Animation Alex Bartsch
Music Akilin