The Best Gift PSA campaign addresses the alarming rates of Black maternal and infant mortality in Los Angeles County and beyond.

Rather than focus on the morbid aspects of maternal and infant mortality, The Best Gift Campaign aims to be upbeat and model helpful actions that any family member or close friend can take to alleviate the burden of “birthing while Black.” The campaign is based on the popular trend of baby shower unboxing videos posted by social media influencers, with each expecting mom recognizing that the unorthodox baby shower gift of support services or help around the home is really “the best gift.”

Each PSA addresses one of the three leading causes of maternal and infant mortality:

• Limited postpartum care

• Delayed recognition of complications

• Chronic stress

Informed by discussions with birth workers 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.