“The Best Gift” was produced by Gray Bayne Film and Media and shines
a light on three preventable risk factors contributing to these health disparities
Despite continued advancements in maternal healthcare and policies, 84% of Black maternal and infant deaths are preventable. This alarming statistic is the premise of a public service announcement (PSA) campaign entitled “The Best Gift,” which was produced by Gray Bayne Film and Media, a grant recipient of L.A. Care Health Plan’s Generating African American Infant and Nurturers’ Survival Initiative (GAAINS).
The campaign, launched on Mother’s Day, May 11, 2025, is made up of three PSAs, each, showcasing preventable risk factors contributing to Black maternal and infant mortality. Part one focuses on delayed diagnosis of a pregnancy complication; part two on the lack of access to postpartum care; and part three on chronic stress. While systemic racism remains a significant underlying issue, Elizabeth Gray Bayne, the campaign's creator, wanted the campaign to concentrate on these immediate challenges and educate families about the importance of accessing timely healthcare, connecting with trusted providers, and learning how to ease stress.
According to data from the Los Angeles County African American Infant and Maternal Mortality (AAIMM) Prevention Initiative, Black mothers in Los Angeles County are four times more likely to die because of pregnancy, delivery or postpartum complications than women of other races. Black babies are two to three times more likely to die before their first birthday than babies of other races.
In September 2024, L.A. Care announced a $1,370,000 commitment to addressing these disparities, marking the third round of grants through the GAAINS Initiative. The 10 grantees are Birthing People Foundation, BreastfeedLA, Charles R. Drew University of Medicine and Science, CinnaMoms, Frontline Doulas, Gray Bayne Film and Media, Happy Mama Healthy Baby Alliance, In Due Time Coalition, Eisner Health, and St. John’s Community Health. The projects will run through mid-January 2026.
The GAAINS grants are part of L.A. Care’s commitment to advancing health equity, giving everyone a fair and just opportunity to be as healthy as possible.