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AMREF, the Africa health development charity, has launched a social media campaign around Mother’s Day to raise awareness of the difficulties many women face in the poorest communities in Africa.

Created by BBH, the campaign encourages Facebook users to choose a real African mother or midwife AMREF works with, and share their updated status or Twitter account with her for five days. The app automatically updates the users’ status twice a day with their chosen African mother or midwife.