Artist Keah Adams Creates Limited Edition NFT To Raise Funds For Black Maternal Health Week

Inequality, systemic bias, high risk of complications and death. These are the realities Black moms are confronted with during their pregnancy journey. America’s maternal mortality rates are among the highest in the developed world and highest among Black women. In fact, Black mothers are 3x more likely to die or suffer complications in pregnancy and post-partum than white women, and 60% of all maternal deaths are preventable.

Pampers believes the time to change the outcomes for Black moms is now; which is why the brand is proud to sponsor the fifth annual Black Maternal Health Week, founded and led by Black Mamas Matter Alliance (BMMA), and partner with Rock The Bells to create a limited edition Non-Fungible Token (NFT) collection with proceeds going back to BMMA to advance care for more Black mamas.

“It can be assumed that pregnancy is a time of excitement and joy for all parents, but when we look at the harsh reality of the experience for Black moms we understand that is not the full story. Pregnancy and birth can be scary, even more so when you’re three times more likely not to survive it,” said Melissa Aceves, Senior Brand Director of Pampers Equity & Inclusion at Procter & Gamble.

“At Pampers, we believe every parent is entitled to experience the full joy of pregnancy and parenthood. That’s why we are committed to helping change the systemic issues that prevent Black moms from receiving the equitable care they and their families deserve. We’re proud to sponsor Black Maternal Health Week and provide a way for people to help drive change through our NFT offering.”

This Black Maternal Health Week, Pampers will help further BMMA’s work centered on providing Black women scholarships, maternity care and advocacy. The limited edition NFT is designed by artist Keah Adams of Art By Venus Studio – an advocate for Black voices in the Arts – and will be auctioned on Thursday, April 14th on Curio, the premier NFT platform for some of the biggest names in entertainment. Proceeds will support BMMA, a non-profit organization dedicated to advocating, changing policy and shifting culture for Black maternal health, rights and justice. 

For the campaign, Keah has created two original works that captures the beauty and strength of maternal Black women.

“We appreciate the support and amplification of our Black Maternal Health Week campaign by Pampers,” said Angela D. Aina, executive director at Black Mamas Matter Alliance.

“Similar efforts by likeminded brands allows for broader reach of the necessary awareness of the maternal mortality crisis in the United States, and showcases ways that this problem can be addressed through supporting Black-led maternal health equity initiatives.”

The NFT collection will feature a unique motion-designed NFT starting at a reserve price of $6,000 USD, inclusive of 2 VIP tickets to the upcoming Rock The Bells Festival on August 6th, in New York City; as well as an unlimited number of open edition digital collectible NFTs for $60 USD, like purchasing a digital print. For the first 24 hours after the auction is live, Rock The Bells and Curio will match all sales up to $10,000 on the open edition NFT. 

The Black Maternal Health Week sponsorship and NFT auction builds on Pampers’ track record of taking action to address maternal health disparity. In 2021, the brand invested over $1 million in educational resources to enable equitable care for parents before, during and after birth; helped provide implicit bias training for healthcare professionals in partnership with March of Dimes; curated resources to help parents prepare for the journey and connect with specialized care resources; and partnered with Queen Collective and director Haimy Assefa, to produce a documentary on the realities of giving birth as a Black person in America.

In 2022 and beyond, Pampers is expanding the implicit bias training with March of Dimes, which will positively impact over 20,000 parents each year; and forming ongoing strategic partnerships with other leading organizations in the field. All with the goal of helping to lower the systemic barriers Black moms face in receiving equitable care. 

In light of this important initiative, we had the chance to speak with Keah Adams about the artwork she created, and why this cause is important to her:

Artist Keah Adams created a limited edition NFT to raise funds for Black Maternal Health Week.

How did you initially get involved in the Pampers/Rock The Bells campaign for Black Maternal Health?

The Rock The Bells team had reached out through Ann Akinnuoye [head of Brand Partnerships], as they had a keen understanding of the art I create, and how my work aims to center Black Femininity and Black Women. It was a no brainer to get involved and contribute meaningful art to such a vital cause. 

Why is BMHW important to you, and what do you hope people will hear about through this campaign?

Very early on in life, I believe we as Black Women are hyper-aware of the glaring systemic ignorance that permeates our society. Black Maternal health week is a time to reflect, understand and commit to action that positively centers the unique challenges Black Mothers face within the healthcare system.

Can you tell us more about your passion for portraying Black femininity through your art?

When I began digital collections at ArtByVenusStudio, I wanted to center Black Femininity as my ultimate muse, because oftentimes, Black Women and Femmes are presented to the world as the opposite of all things beautiful, soft, tender. I believe our strength and resilience is special, however, I believe we exist as so much more in this world. It means everything to me to share art that Black  women and femmes recognize themselves in, and feel joy in their reflection. 

How do you hope this unique NFT will help create a recognizable symbol for those who are disproportionately affected by the maternal health crisis? 

I hope through this art we can draw attention to the perspective of so many of the Black Women among us who have and who will take on the role of motherhood. Art is so special in that way, in enters into spaces we often are left out of, and gives us a chance not to be spoken for, but for our very own voices to be heard.

For more information, visit the Pampers Black Maternal Health hub to learn more and purchase the limited edition NFT to help drive change and support Black moms. You can see more of Keah Adams’ work via the ArtByVenusStudio Instagram page.

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