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African development charity AMREF has launched a social media campaign in the run-up to Mother’s Day to raise awareness and funds for women’s causes on the continent.
The campaign will encourage Facebook users to share their accounts with African mothers and midwives chosen by AMREF via an application.
The user’s Facebook status is then updated twice a day for five days with messages raising awarenes of women’s issues and infant mortality rates in Africa, and also has a supporting Twitter hashtag, #Status of Africa.
The campaign, created by BBH is been backed by celebrities including Fay Ripley and Jimmy Choo co-founder Tamara Mellon.
Grace Mukasa, CEO of AMREF UK, said the campaign was aimed at raising the profile of African midwives’ work across the globe.
“In the course of her career, a midwife will save a thousand lives. This is why we’re raising awareness of their importance – they’re the key to their communities’ health,” she said.