Direct > Culture & Context

MOTHER BLANKET

OGILVY COLOMBIA, Bogota / VIVIR ASSOCIATION + AMBATO'S CANTONAL HUMAN RIGHTS PROTECTION COUNCIL / 2020

Awards:

Silver Cannes Lions
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Overview

Credits

Overview

Why is this work relevant for Direct?

It´s the first time for a contemporary scientific evaluation tool to be that well received by Andean Quichwa people. The way the Mother Blankets blend occidental knowledge with native cultural habits is still giving amazing results.

Due to hundreds of years of segregation and systematic racism, Andean Qhichwa Ecuadorians are considered less important in the country's development. By giving Andean mothers a tool to help their babies to grow healthy, we are closing the gap that wrongfully kept indigenous Ecuadorians out of their country's modern history.

Background

There are over 300.000 children in the Andean communes struggling with chronic undernourishment. The vast majority of mothers aren´t aware of this health problem until it´s too late. Malnutrition in babies comes with irretrievable adulthood consequences and early deaths.

Describe the creative idea

Mother Blanket is a reinvented *Sikinchi that translates the OMS Infant Growth Chart into a cultural appropriate pediatric evaluation tool, that helps Andean Mothers keep track of their babies correct development. In order to fight chronic undernourishment in Andean communes, we create a didactic tool – in native Quichwa and Spanish – that teaches Andean mothers how to identify if correct baby development.

We create each of the 6 designs with Andean culture in mind. The Mother Blankets respects Quichwa's most sacred animals and crops in order to give Andean Mothers a beautiful swaddling blanket for their babies that they can feel proud of wearing. Bright colors and clear information proved us that communication can always find a way to help people's necessities.

*Cultural swaddling blanket that Andean mothers have been using for centuries to carry their babies.

Describe the strategy

By adapting the OMS Infant Growth Chart into a daily use object, we give unaware Andean mothers the knowledge to identify if their babies are developing correctly, and the opportunity to visualize how their babies growth should look like according to their age.

Andean Qhichwa Mothers play a very active rol in Andean Communes. Their daily activities includes farming, taking care of the house and raising their babies. Most of them are quite young when motherhood comes, and the vast majority aren't prepared for the demanding experience.

By giving Andean Mothers the opportunity to track their babies development we could change the perspectives that Andean Quichwa Ecuadorians will have in their futures.

Mother Blankets alarm Andean Mothers, in their native language, if their babies are developing correctly and if not, we teach them to visit the village medic right away.

Describe the execution

In the distant Commune of Guangaje in the Cotopaxi Province on the Central Andes of Ecuador, with the join collaboration of Vivir Association and Ambato´s Cantonal Human Rights Protection Council, we gave Mother Blankets to every mother of a infant baby as a gift to be used as a *Sikinchi. Every time the Mother Blanket was given, we taught Andean Mothers how to use measure their babies and warned them to visit the Commune Health Center in case their baby’s growth didn´t went as it should be.

*Cultural swaddling blanket that Andean mothers have been using for centuries to carry their babies.

List the results

· Over 15.000 chronic cases identified over the first three months.

· 70% increase in pediatric visits in isolated Andean communes.

Please tell us about the social behaviour that inspired the work

Andean Qhichwa People lived in Ecuador for hundreds of years before Spanish Colonization. Their cultural heritage it's one of their last and most valuable belongings. Their language, habits and familiar bonds helped them to keep their way of life as it has been for centuries. The Sikinchi, a swaddling blanket that Andean Mothers use to keep their babies safe and warm through their daily labors, is such a big part of their culture that is even a tiny market around them. In families with more than one infant, young siblings learn how to wrap a brother or a sister to keep him o her close to the family. In the cold Andes, to keep a baby wrapped to another member of a family brings warm and closeness.

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