Powerful music video launches nationwide campaign in support of maternal and infant mental health

Using the power of music, emotive video #YouAreTheReason was released recently, launching a national campaign in support of maternal and infant mental health.

The virtual webinar was hosted by The Gauteng Association for Infant Mental Health (GAIMH-SA) and the South African Civil Society for Women’s, Adolescents’ and Children’s Health (SACSoWACH).

The aim of the webinar was to impart knowledge regarding the importance of supporting both maternal and infant mental health and included reputable speakers like Prof Salome Maswime, Dr Lavinia Lumu, Salisha Maharaj and Dr Anusha Lachman, culminating with the broadcasting of #YouAreTheReason, which launched the national campaign.

#YouAreTheReason has taken the Calum Scott original song, re-arranged and produced by Dan Selsick, vocal arrangements by RJ Benjamin with powerful and heartfelt vocals by Chantal Stanfield, Ziyanda Yako and Nicole Canin.

The music video has been filmed and edited by Custom Content Collective.

The #YouAreTheReason campaign is the brainchild of Nicole Canin, chairperson of GAIMH-SA and is presented with Dr Astrid Berg, president-elect of the World Association for Infant Mental Health.

How did #YouAreTheReason come about?

Attending a conference in 2019, an idea was sparked in Canin’s mind when Berg mentioned an anecdote by Prof Daniel Stern, a prominent American psychiatrist who specialised in infant development. He remarked that a rock concert would have a greater impact than additional research, to convince parents of how important mental health is for caregivers and their infants in the first 1 000 days after birth.

As someone who has spent the last 15 years working with the families of young children and infants, as well as someone with a deep love and appreciation of the power of music, these comments made a profound impression on Canin.

A few days later, while listening to the radio, she happened to hear Scott’s song You are the Reason. Even though the words were written as a love song, if seen through the lens of a mother and baby, they powerfully conveyed what it might be like for a mother who wants to feel close to her baby, but is struggling to.

“I thought about the mothers I’ve worked with who are depressed, anxious or traumatised and can’t bond with their babies – even though they desperately want to. Having worked in private hospitals as well as community clinics and government hospitals with mothers of all cultures and socio-economic brackets, I felt that there was something quite universal about this experience,” Canin explained.

Viewed in this way – in song, the baby becomes the reason the mother will do everything she can to get help so she can connect with her baby.

“I started to think this might be the basis of a very powerful campaign aimed at supporting mothers across the country. It felt very important that rather than shaming mothers, the campaign aims to de-stigmatise some of the challenges faced by mothers. I felt music would be a very powerful medium for this, as it has universal appeal, is non-threatening and capable of conveying very powerful emotions,” said Canin.

The aim of the #YouAreTheReason campaign

GAIMH-SA is an NGO that focuses on promoting the optimal development of infants, with a particular focus on their mental wellbeing. GAIMH-SA is an affiliate of the World Association for Infant Health. One of their key focuses is the parent-child relationship during the first 1 000 days.

“I am proud of this initiative, and of the talent and generosity of the South Africans we have interacted with – all of whom clearly value the mothers of this country and, like me, believe in supporting them. I await, with great anticipation, the response the music video will receive from the public at large,” she concluded.

Follow GAIMH-SA on Facebook for more information.