Motherhood Sisterhood 216

Overview

The Sisters of Charity Foundation of Cleveland challenged TWIST to develop a fresh approach to infant mortality prevention in Central, Kinsman and Slavic Village. Families were already hearing messages about safe sleep and prenatal care. Our task was to understand the everyday realities affecting those decisions and create a campaign that connected with mothers through their experiences, relationships and needs.

Goal

Support infant mortality prevention by connecting mothers with trusted information; encouragement and a local network of peers and clinicians.

Motherhood Sisterhood 216 logo on purple background

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two black women posing together on grey background

Solution

We began by listening to new mothers, experienced mothers, mothers-to-be, and the family members who influenced their decisions. Those conversations revealed how safety concerns and daily pressures could complicate familiar health guidance.

Together with the Foundation, we created Motherhood Sisterhood 216: a local Facebook community where mothers could connect with one another, supported by clinicians and community moderators.

The campaign brought that invitation into the neighborhood through outdoor advertising, transit placements, photography, video and social media. Every element led to a simple action: join the sisterhood.

Results

100+

Members in the Facebook Group

1.2K+

Likes on the Facebook Page

6

Community Moderators Supporting the Conversation

“TWIST built a strategy that not only engaged the community but also involved them in the process. The outcome is a community of support invented by us to help combat infant mortality one mom at a time.”

Rebecca Gallant Vice President, Sisters of Charity Health System

Description

text on blue background

pregnant woman photographed on grey background

text on purple background

mom and daughter photographed on grey background

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mom and son photographed on grey background

text on gold background

mom and daughter photographed on grey background

Real voices. Shared strength.

Local mothers’ faces, voices and experiences were central to the creative. Candid stories and expressive photography reflected the relationships that surrounded motherhood: mothers and daughters, friends and families, women learning from one another. The work made the invitation to participate feel personal and grounded in community.

pregnant woman photographed in ad on bus stop

facebook page displayed on monitor with blue background

An invitation that led to ongoing connection.

Outdoor and social advertising directed mothers to a local online community built for conversation, information and support. New and experienced mothers could share their perspectives, ask questions and connect with peers and clinicians. Community moderators helped sustain a space where the campaign’s promise of love, support and respect could become an everyday experience.