Jhpiego Turns 'Post Labor Day' Into Platform for Postpartum Care Awareness

Grey and Jhpiego have launched a powerful new campaign, 'Post Labor Day,' that shines a light on the often-unseen realities of postpartum care, created in partnership with Grey Health in New York. For more than 50 years, Jhpiego has worked worldwide to ensure women survive pregnancy and childbirth. Yet the most dangerous time for mothers isn’t just during birth but after which is too often overlooked. Millions of women and newborns don’t make it through this fragile time.

#PostLaborDay aims to transform the day after Labor Day into a cultural moment to spotlight postpartum care. The campaign calls on influencer mothers to share personal images from their own labour, turning these private moments into powerful advocacy. These posts will remind their audiences that maternal survival is a privilege too often taken for granted—and highlight that, for millions of underserved families worldwide, the hours and days after labour are critical and vulnerable times.

Eva Lathrop, senior director for reproductive, maternal, newborn, child, and adolescent health at Jhpiego commented that, “We believe every woman, everywhere, has the right to survive childbirth and thrive in motherhood. ‘Post Labor Day’ gives voice and visibility to the millions of women and their families who don't have access to high-quality postpartum care — care that could save their lives . So, we’re turning personal moments into powerful advocacy, because survival after labour should never be something a mother has to worry about." 

This social campaign will begin today ('Post Labor Day') with a range of influencer mothers posting their stories, while also encouraging their followers to post their labour stories, creating a social movement. They will drive followers to PostLaborDay.com​
where they can learn more about the movement, how to join, and how to support Jhpiego.

​Bruno Rebelo, chief creative officer of Grey Health in New York, added, “With Post Labor Day, we're shifting the narrative from a celebration of childbirth, to awareness of the postpartum crisis. We’re using the universal power of childbirth photos to expose
the preventable risks women face after giving birth. It's not only a new day of recognition, but a call to action to support women everywhere and raise the profile of Jhpiego in their mission to help.”