First 5 Sacramento

It's time to expose racial bias.

Shining a light on unequal births in our city.

More so than ever before, the fight for racial equity is at the forefront of our collective conscious. While this struggle was visible to us all in the streets of America’s cities in 2020, there is another place it remains less transparent: our maternity wards.

In partnership with First 5 Sacramento and Sacramento County Public Health, we created the “Unequal Birth” campaign to raise the public’s awareness of black infant and maternal death disparities in Sacramento County. Our mission of making these alarming facts more visible and creating a sizable impact on these dire stats came to life through a photojournalism style campaign highlighting the raw emotion of the issue, and the faces and families behind the numbers.

Results

  • Impressions
    4.8 million
  • Landing Page Views
    20,000+

The photography won a Gold Addy and the campaign won a Silver Addy from the American Advertising Federation.