The Problem
Despite strong clinical evidence, MMS has not achieved consistent political prioritisation or widespread integration into national health systems. While women in many Global North countries routinely receive high-quality prenatal vitamins that include multiple micronutrients, women in low- and middle-income countries are often provided with a lower-quality alternative — typically iron and folic acid alone — if they receive supplementation at all.
In high-profile global health spaces, maternal nutrition competes with dozens of urgent issues. Policymakers are inundated with messaging, and technical consensus does not automatically translate into political action.
ECF needed a strategy that would:
- Position MMS as urgent, investable and scalable
- Engage both Global North and Global South leaders
- Build a recognisable platform for sustained advocacy
Objectives
- Raise awareness of the evidence and impact of MMS amongst funders and health decision-makers in LMICs.
- Build sustained relationships with policymakers and senior health leaders in LMICs, supporting their progression from awareness to active MMS champions.
- Create a flexible campaign platform ECF could continue to leverage.
Our Approach
1. A Distinct Campaign Identity
We developed the MMS Ripple Effect brand and messaging platform — anchored in the idea that “one little vitamin can create a huge ripple effect.”
Deliverables included:
- Campaign brand and visual identity
- Dedicated landing page and animation
- Policy briefs and QR-enabled materials
- Social and paid digital creative
This ensured ECF had a clear, compelling narrative and digital home for its MMS advocacy.
2. Creative Activation at Global Convenings
World Health Summit 2024 – Berlin
We launched a branded juice truck activation just outside the conference venue. The concept linked personal nutrition to global maternal health investment, creating a memorable, highly visible entry point into deeper policy conversations.
African Union Summit 2025 – Addis Ababa
We unveiled an interactive mural — Ripple Effect: A Visual Representation of Collective Impact — created by Ethiopian artist Saron Bogale. Ministers, Heads of State and civil society leaders contributed fabric elements symbolising their Nutrition for Growth commitments.
Both activations were integrated into official side events, ensuring credibility while differentiating MMS through bold, arts-driven campaigning.
3. A 360-Degree Digital Strategy
Alongside in-person activations, we ran geo-targeted, funnel-based digital campaigns across search, display and LinkedIn.
This approach:
- Built awareness before and during events
- Drove traffic to the campaign landing page
- Captured leads for continued advocacy
By combining digital reach with on-the-ground engagement, we reinforced messaging across multiple touchpoints.
Outcomes
Across both summits, the campaign delivered measurable reach and high-level engagement, including 240 strategic relationships cultivated across ministers, funders, AU leaders and NGO representatives
The MMS Ripple Effect campaign demonstrated that creative, arts-driven advocacy — when paired with strategic digital targeting and intentional relationship-building — can cut through traditional policy spaces and build real momentum for maternal health.
