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Survive and Thrive

Video Production of "Survive and Thrive: Working Together to Reduce Black Maternal Mortality"


1. Background and Introduction - Survive and Thrive is a video production that aims to address the critical issue of Black maternal mortality and highlight the work of Heluna Health and the collaboration between six leading organizations dedicated to improving Black maternal health. This case study provides an overview of the video production process, its goals, and the strategies employed to engage the target audience and achieve the desired outcomes.

2. Objective- The primary objectives of the video "Survive and Thrive" are:

    • Raise awareness about the structural racism and implicit bias in the healthcare system that contribute to Black maternal mortality rates.
    • Present Heluna Health's programs as effective solutions to reduce Black maternal deaths and promote health equity.
    • Encourage viewers to support Heluna Health's programs through donations or collaboration.
    • Position Heluna Health as a leader in building and supporting Black Maternal Health (BMH) programs.

    3. Target Audience- The video is primarily aimed at the following audiences:

    • Donors: Individuals and organizations interested in supporting initiatives focused on reducing Black maternal mortality.
    • Prospective and current partners/clients: Organizations and institutions seeking to collaborate with Heluna Health on BMH programs.
    • Prospective program participants: Black pregnant individuals who may benefit from Heluna Healths programs and support.

    4. Story Framework- The video follows a strategic storytelling framework to effectively convey its message and engage the audience. The narrative structure includes the following elements:

    a. Problem: The video starts by highlighting the alarming statistics of Black maternal mortality rates, emphasizing the disparity between Black and non-Hispanic white women. It acknowledges the crisis within the larger context of the COVID-19 pandemic.

    b. Solutions: The video showcases Heluna Health's programs aimed at reducing Black maternal deaths both inside and outside the hospital. It emphasizes the commitment to addressing health disparities and promoting a network system that provides equity and dignity to Black pregnant individuals.

    c. Program Highlights: Several specific programs are featured to illustrate the impact and success of HH's initiatives. This includes Cinnamoms, a program that supports pregnant and breastfeeding mothers and addresses cultural challenges faced by Black families. The video may capture African American lactation consultants in action during sessions and feature ambassador stories. Additionally, the video highlights the Black Mamas Matter Alliance, a diverse organization of skilled black midwives and doulas, and interviews a representative to shed light on their work. Other programs, such as Expecting Justice, Sisterweb, and Happy Mamas Healthy Babies, are also mentioned, potentially sharing personal stories of individuals who chose HH for support.

    d. Call to Action: The video concludes with a strong call to action, urging viewers to advance policy on doula access, support Heluna Health's breastfeeding and nutrition support line, and make donations to support Heluna Health's BMH programs. It emphasizes the importance of working together to tackle health disparities in Black maternal health.

    5. Video Production Strategy- To effectively convey the story and engage the target audience, the video production strategy incorporated the following elements:

      a. Emotional Narrative: The video utilizes an emotionally impactful narrative to humanize the issue and highlight the experiences of Black pregnant individuals. It focuses on progress, program successes, support systems, and the importance of healthy pregnancies and full-term babies.

      b. Authentic Testimonials: Incorporating authentic testimonials from program participants, partner organizations, and healthcare professionals adds credibility and allows viewers to connect with real-life experiences and perspectives.

      c. Visuals: The video utilizes a combination of engaging visuals, including footage of program sessions in San Francisco, interviews, and impactful statistics. It aims to capture the diversity and resilience of the Black community while showcasing the collaborative efforts of Heluna Health and its partners.

      Role of the Producer and Project Manager

      I was involved in pre-production, team coordination, production logistics, and post-production management. 

      Pre-production Planning:

      • Collaborating with the video company and Heluna Health's team to develop the story framework and identify key messages and objectives.
      • Conducting research on Black maternal health disparities, HH programs, and relevant statistics to ensure accurate and impactful content.
      • Creating a detailed production timeline, budget, and resource plan.
      • Securing necessary permits, locations, and talent for the video shoot.
      • Coordinating with HH's team and partner organizations to gather information, testimonials, and visuals for inclusion in the video.

      Team Coordination:

      • Assembling a production team, including videographers, editors, sound technicians, and other crew members, based on the project requirements.
      • Assigning roles and responsibilities to team members and ensuring clear communication and collaboration throughout the production process.
      • Conducting regular team meetings and providing guidance and support to ensure a cohesive and effective production workflow.

      Production Logistics:

      • Overseeing the logistics of the video shoot, including scheduling and coordinating interviews, location scouting, equipment rentals, and transportation.
      • Managing the production budget and ensuring cost-effective decisions are made without compromising the quality and message of the video.
      • Ensuring adherence to safety protocols and legal requirements during the shoot.

      Post-production Management:

      • Working closely with the video editor to review and provide feedback on the rough cuts, ensuring they align with the desired narrative and objectives.
      • Coordinating the inclusion of relevant graphics, statistics, and visual effects to enhance the storytelling.
      • Overseeing the sound design, color grading, and finalization of the video to ensure high production value and visual appeal.
      • Collaborating with the creative team to develop a compelling voiceover script and coordinating professional voice talent, if required.