Changing families’ financial futures.
It’s often said in advertising: “We’re not saving lives.” So it was an incredible privilege to launch SoFi’s partnership with birthFUND, a non-profit working to fund lifesaving birth care and improving maternal mortality outcomes in all ways big AND small... just in time for Mother's Day.
SoFi expanded its Generational Wealth Fund to provide a $500,000 donation for a cohort of birthFUND families, with the money going toward holistic care and support, plus a $10,000 savings account for each newborn. To bring more awareness to the maternal birth crisis, we created an emotional short film dedicated to changing the numbers. Because pregnancy and birth shouldn’t be this traumatic, this tragic, this expensive — no matter who you are.
In the spaces between drop-offs, pick-ups, late night wake-ups, and pump sessions and goodnight FaceTimes from set… this little film was birthed. As a mother who is passionate about equity in all aspects, it was an absolute honor to work on this project with other women, other parents, and other artists — who all cared as deeply about the work as the cause behind it.
CREATIVE direction
Created in house at SoFi, with production by Little Prince.
Lead SoFi team:
ECD: Jonathan Woytek / GCD: Jackie Linayao / Sr. Producer: Mikayla McVey / Sr. Art Director: Heather Edwards / Sr. Copywriter: Kristina Altepeter / Editor: Kevork Demirjian / Copy Editor: Mark Sweeney