#NotAprilFools

Unbelievable statistics about maternal death rates and poor outcomes for pregnant women of colour in the UK are highlighted in a new campaign for the women’s health charity Sister Circle, created by Droga5 London.

In fact, the statistics are so outlandish that Droga5 has decided to release the campaign on April Fool’s Day – the day traditionally devoted to bogus news.

In a series of OOH executions running across London, #NotAprilFools highlights that:

UK maternal death rates are the highest they’ve been in 20 years
1 in 4 mothers develop a mental health problem after pregnancy or childbirth – but they can wait up to 19 months to receive professional support
Black women are four times more likely to die in childbirth than white women
Women living in deprived areas are twice as likely to die in childbirth

Ocean Media and Jack London have donated space for the campaign at sites including Canary Wharf, Westfield, and Leicester Square. Thanks to Sister Circle’s network of influencers, the campaign will also appear on social media.

Sister Circle is led by women and is based in the London borough of Tower Hamlets. It supports women in challenging circumstances, offering a range of services, including support for new mothers, survivors of female genital cutting, and those who are escaping domestic abuse or trafficking.

Droga5 London, part of Accenture Song, was also behind Sister Circle’s rebrand last year. It had previously been known as Women’s Health & Family Services.