As part of the campaign, Keds announces a relationship with Christy Turlington Burns' charitable organisation, Every Mother Counts, in a move that extends beyond fashion. This partnership demonstrates Keds' dedication to social responsibility and female empowerment while supporting the goal of ensuring that pregnancy and delivery are safe for all moms worldwide.

Christy Turlington Burns is excited about the initiative and emphasises how important it is to collaborate with her daughter Grace, who serves as an inspiration for her advocacy efforts. She is grateful for Keds' support of Every Mother Counts and the group's work to guarantee that women everywhere have access to affordable, considerate maternity care.
Christy and Grace Burns are the ideal representations of Keds, a company that is strongly associated with traditional American style and female empowerment. They are perfect representatives for the Spring 2024 campaign because of their carefree elegance and dedication to worthwhile causes, which align with the brand's values.
Christy and Grace, according to Jennifer Lynch, General Manager and Vice President of Keds, "embodies the brand's classic style and values." Lynch expresses her delight about the partnership. As a company run mostly by women, Keds takes pleasure in partnering with people and groups that support empowerment and equity, particularly when it comes to maternal health.