Nina Stitt, CW
Alyssa Moreno, AD
Alexis Caravas, XD
Kate Harkins, AD
Category Research and Analysis
Competitive Research and Analysis
Team Leadership and Management
Racial and gender discrimination negatively affect the medical treatment provided to pregnant women of color. These women are frequently dismissed by healthcare providers based on a perceived lack of knowledge, resulting in feelings of disempowerment and loss of autonomy.
We sought to develop a patient-first solution that puts the power back into women’s hands in the hospital.
There are six factors that drive health outcomes in and out of the hospital for WOC, all of which are influenced by racism and discrimination.
Many existing approaches either focus on providing medical or financial relief to either POC or women...
...or are specific to the cause, but are working toward the same goal separately.
This would supplement the reach of existing efforts while equipping pregnant WOC with relevant healthcare education, resources, and an open community of moms.
Connect relevant, existing resources with the people who need them.
Mommsy is a patient-first program empowering pregnant women of color by connecting them with credible medical resources and other expecting mothers.
The program would be a partnership with Walmart, a family-oriented brand that is already often frequented by expecting mothers of all socioeconomic backgrounds.
With a support system of other women who are or have been in the same situation, equipping pregnant women of color with the confidence and skills to self-advocate and retain their autonomy in the hospital throughout their pregnancy.
1 | Brand Development
2 | Marketing Initiative
Mommsy aims to reach our audience where they already are, meaning we will place adlobs at bus stops and through social media.
3 | Brand Activation
The main event, dubbed “Melanin Mamas,” will be held throughout the country. Tented popup events stationed in local convention and community centers will house vendors and organizations like the Black Mamas Matter Alliance giving away infant necessities, information for new parents, and access to community support and resources.
Example booth sponsored by the Black Mamas Matter Alliance
Free grab bag of branded merchandise
Prominent healthcare providers who are women of color are also invited to speak in a panel discussion.
The March of Dimes will sponsor a listening lounge for guests to share birth stories, experiences with doulas and advocacy work, and envision a better system for birthing people.
The Melanin Mamas Events will be marketed through Mommsy’s Instagram and as a Facebook event that can be joined virtually.
4 | Digital Reach
For those who are interested in joining the community and the educational opportunities afforded by Mommsy, but are unable to attend the Melanin Mamas Events in person, the Mommsy app will provide a community forum and all available resources in one place.
Onboarding and home-screen navigation
Medical profile, local physician search,
in-app appointment scheduling
Information about birthing classes with
online registration/class options
Podcasts like "Empowering Pregnancy", Melanin Mamas guest speaker
Social profile, community support, and ability to connect with other mothers, care providers, health professionals, etc.
Strength in Numbers
Ultimately, Mommsy aims to build a strong sense of community amongst all mothers who are women of color, and to facilitate easier access to important educational resources that will put women’s experience in the doctor’s office in their power.