New PSA Campaign to Address Black Maternal and Infant Mortality in Los Angeles County
The Californer/10312693

LOS ANGELES - Californer -- 84% of Black maternal and infant deaths are preventable. This is the premise of a groundbreaking new public service announcement (PSA) campaign entitled The Best Gift. Launching on Mother's Day, May 11, 2025 and made possible by a grant from the L.A. Care GAAINS Initiative—an effort dedicated to advancing health equity—the campaign addresses the alarming rates of Black maternal and infant mortality in Los Angeles County.

Informed by discussions with birthworkers and Black families, the campaign aims to shift public conversation from grim statistics toward prevention and care by encouraging the "village" aka close family and friends of new and expecting parents to take active roles in ensuring safer, healthier outcomes.

"Through our conversations, we realized the most effective solutions were rooted in community support," said Elizabeth Gray Bayne, the campaign's creator. "We wanted to spark a cultural shift that equips everyday people to be part of the safety net, particularly during the critical postpartum period."

Addressing the Risk Factors

The Best Gift will release a series of PSAs, titled "Unboxed," focusing on three risk factors contributing to Black maternal and infant mortality: 1) delayed diagnosis of a complication, 2) lack of access to postpartum care, and 3) chronic stress. While systemic racism remains a significant underlying issue, the campaign concentrates on these immediate challenges.

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"We can't undo systemic inequities overnight, but we can help families access timely healthcare, connect with trusted providers, and ease stress," Bayne said.

Reimagining the Baby Shower

A key feature of The Best Gift is its reimagining of the baby shower. Instead of emphasizing material gifts, the campaign encourages guests to gift sessions with essential health providers—such as postpartum doulas, midwives, lactation consultants, and therapists. These services are comparable in price to high-end strollers or designer baby clothes, yet play a crucial role in a mother's survival and recovery.

Launch Event and Community Celebration

The The Best Gift campaign will host a community screening/launch party on Saturday, May 10, 2025 at the Culver City Julian Dixon Library, featuring an unveiling of the campaign, a panel of birth experts, families, and the campaign's creative team. Register here by Friday, May 9, 2025.

The community is invited to attend, engage in conversation, and support this important step in improving Black maternal and infant health in Los Angeles County.

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The L.A. Care Generating African American Infant and Nurturers' Survival (GAAINS) Initiative is a program focused on reducing disparities in maternal and infant health outcomes within the Black community in Los Angeles County. The initiative aims to create systemic change to improve birth outcomes. www.lacare.org

graybayne film/media is a full-service production company, specializing in communication strategy for nonprofit and health organizations. With over ten years of public health, community outreach, and visual communications experience, we use storytelling to entertain, educate and inspire. www.graybayne.com

For more information, please visit thebestgiftpsa.org.