A Powerful Holiday Window Display in NYC Shines a Light on Maternal Health

This holiday season, New York City’s renowned holiday window displays—known for their dazzling lights, rhinestone-encrusted décor, and breath taking artistry—will welcome an unexpected addition. Launching today, “Life-saving Windows: A Look Into Maternal Health,” presented by Jhpiego, a global leader in maternal and new born health, transforms the traditional festive storefront on the Upper East Side of Manhattan into a moving, thought-provoking depiction of a real-life delivery room. 

Located at 803 Madison Avenue, the installation will run today, Friday December 20 through Sunday, December 22, inviting visitors to engage in a powerful story of resilience, hope, and the transformative power of healthcare.  

In collaboration with creative agency Grey Health, as well as PR companies GCI Health and Fingerprint Communications, this unique window display highlights the real-life journey of Helena Paschal from Moshi Village, Tanzania.  

When Helena’s water broke, she was miles away from proper medical care. Without a trained midwife, she was forced to deliver her own baby and ultimately cut her umbilical cord with a kitchen knife. Tragically, her baby did not survive. Thanks to Jhpiego’s interventions, Helena’s second pregnancy had a dramatically different outcome. Her premature baby, Neema, thrived with proper care and was a healthy four-month-old by the following December holidays. 

“This activation is a powerful testament to the life-saving impact of timely, accessible health care. By sharing Helena’s journey, we aim to honour the resilience of mothers everywhere. It is our call to action to everyone—to join us in building a future where no mother or child’s health is left to chance,” said Dr. Leslie Mancuso, president and chief executive officer of Jhpiego 

"To remind people of the importance of maternal health, statistics need to be relatable. So, we transformed numbers into real people by bringing to New York the story of Helena and disrupting the magic of the season with the reality of maternal care," said Marty Martinez, chief creative officer of TANK Worldwide – part of Grey’s global Health network.   

“Life-saving Windows” is more than a holiday window—it’s a call to action. Let this Giving Season be one of meaning and purpose. Visit the installation to experience the story that’s touching hearts and inspiring change learn more at www.jhpiego.org/lifesavingwindows and donate here: