Save the Children

What’s different?

Women coming to the Mwananyamala (‘Don’t Cry Baby’) Hospital in Tanzania will now give birth in a bigger, cleaner, safer maternity ward. Which means more mothers and babies will survive.

What’s the problem?

Every year 1.5 million children don’t survive their first day. So better healthcare facilities for newborns is a priority. At Mwananyamala mothers had to give birth in sparse, cramped and unhygienic wards that put their babies at risk. We know, because we went there.

What we did.

We created an appeal to raise restricted funds and build a new maternity ward. Mail and email worked together to maximise response. Many supporters gave their email addresses in return for rich content and 35% of responders sent a personal message of support to hospital staff.
We used Dr Kamba, clinical director from the website, to create a personal connection.
For high-value contacts we included more tangible information to build the vision.
On our visit to the hospital we took so many gorgeous photos of newborns.
Many of these women were already in advanced labour.
We used the best kinds of targets and deadlines – real ones.