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ADRA Canada begins Show Your Heart campaign

Adventist Development and Relief Agency Canada has hired Strategic Objectives of Toronto to conduct a campaign called "Show Your Heart for Maternal Health," which is timed to coincide with Mother's Day. The social media initiative is intended to raise awareness of issues related to maternal, newborn and child health, particularly in developing nations with high rates of maternal and child mortality. The campaign encourages consumers to post a photograph or video of themselves with their hands placed over their belly buttons in the shape of a heart. The effort, which also includes a website at <>, will run until the end of May.

"Pregnancy is a time for full hearts and joy, but because of poor maternal health in developing countries and remote communities, it often ends in heartbreak," said James Astleford, executive director of ADRA Canada. "In Cambodia, Myanmar, Philippines and Rwanda, the most significant causes of maternal and child mortality are high rates of acute and chronic malnutrition of mothers and children. If babies don't receive enough nutrition within the first 1,000 days of life, the brain does not develop properly and this is irreversible. These deaths and consequences of severe malnutrition are preventable. By increasing awareness of MNCH among Canadians, we are sending a message of hope and support, encouraging more Canadians to take action."

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