EMC is dedicated to supporting safer childbirth worldwide. So for Cannes Young Lions 2015, we created a Mother's Day campaign using an Orange Rose as the symbol for the cause. And then something pretty cool happened. We lost the competition - but won Every Mother Counts as a real life client for our agency. A year later, we launched the Orange Rose campaign just in time for Mother's Day, with a suite of social content that raised awareness and helped make childbirth safe for every mother, everywhere.