RxUCKUS

Introducing RxUCKUS Issue 1 – Weathering. We spoke with Black mothers and mothers-to-be, as well as doulas and community caregivers across the birthing journey. Then we created a series of illustrated poems, each one based on a real story, and reflecting the influence of weathering on Black maternal health.

02 The Good Listening Project POEM Libation

03 The Good Listening Project POEM 38weeks

05 The Good Listening Project POEM Lullaby

04 The Good Listening Project POEM Fearce

There is a global Black maternal health crisis that has persisted for far too long, with little to no meaningful widespread change. In this campaign—narrated, informed and illustrated by many powerful Black women—we explore how chronic health deterioration called “weathering” has a lasting impact on the health of historically marginalized communities. And we reveal it as a root cause of negative outcomes in Black maternal health.

It was very important that the poems not only depict the emotional burden of a pregnant black woman or birth worker, but also the challenges faced within the healthcare system.

We invited a global roster of black artists to create stunning illustrations to bring the poems to life— and a digital magazine focused on Health Equity provided a vehicle for these real stories and related health content, deepened awareness of the black maternal health crisis, and drove audience engagement.

The Good Listening Project. Black moms are dying to be heard. And the healthcare system must listen.

A series of illustrated poems that showcase real stories about the influence of weathering on Black maternal health.

Challenge

Idea

Proyectos afines

Coca-Cola

The Bestie Mode Experience

KFC

Digital Transformation of KFC Malaysia: Elevating Online Dining Experiences