The White Ribbon Alliance for Safe Motherhood has appointed Karmarama as its lead UK agency.
The agency will be tasked with helping increase public awareness about the issues surrounding safe pregnancy and childbirth in both developing and developed countries. The White Ribbon Alliance is an international coalition of safe motherhood organisations and individuals.
Karmarama will focus activity on the Million Mums campaign, an initiative to bring 1 million people together to end the “needless deaths of women in childbirth all over the world”.
Communications will take in a variety of media including print, experiential, events, corporate partnerships, film and digital.
White Ribbon Alliance was recently appointed as an official charity of Glastonbury 2009 and will be running activity created by Karmarama at the festival.
The music festival will be the first major activity for the campaign, with the Alliance’s newly appointed global ambassador, Naomi Campbell, also involved. Through Fashion for Relief, her charity catwalk show, Campbell has already helped attract supporters to the cause from all over the world.