United Way of Southwest Virginia Launches the Flourish Maternal and Infant Health and Well-Being Pilot Project Innovative initiative to improve health outcomes for mothers and infants in rural Southwest Virginia funded by The Anthem Blue Cross and Blue Shield Foundation and The Rapha Foundation
Abingdon, VA – August 29, 2025– United Way of Southwest Virginia is proud to announce the launch of the Flourish Maternal and Infant Health and Well-Being Project, a groundbreaking pilot program designed to improve maternal and infant health outcomes in rural communities. Funded through a generous three-year, $300,000 grant from The Anthem Blue Cross and Blue Shield Foundation and $75,000 grant from The Rapha Foundation, the project will begin in September 2025 in Wise County, Dickenson County, and the City of Norton, Virginia.
Covering over 20% of the Commonwealth, the United Way of Southwest Virginia service area faces unique challenges in maternal and infant care. Geographic isolation, limited access to affordable healthcare, lack of transportation, and insufficient financial, social, and emotional supports can create significant barriers for expecting and new mothers.
“This initiative will serve as a connector from community to clinic,” said Megan Parks, Executive Director of United Way of Southwest Virginia. “Maternal care deserts have long been a challenge in our region, and the Flourish Project is about ensuring every mother and baby have the resources and support they need to go from surviving to thriving.”
The Flourish Project will directly address these challenges by:
Providing financial support to help close the gap for expectant mothers to properly prepare for the birth of their child. Connecting prenatal care providers and mothers to improve the number of prenatal visits to promote optimal health outcomes for both mother and infant. Developing social supports to provide prenatal connection to enhance mental, social, and emotional health for a happy mother and healthy child. Creating a replicable community-driven model of care to improve health equity in rural areas.
“At Anthem Blue Cross and Blue Shield, we believe that where a woman lives should never determine the quality of care she receives during pregnancy,” said Monica Schmude, president of Anthem Blue Cross and Blue Shield of Virginia. “Through our Foundation’s support of the Flourish Project, we’re helping to bridge the maternal care gap in rural Virginia by investing in solutions that prioritize access and emotional well-being—for both mothers and babies.”
The project reflects United Way’s commitment to improving health outcomes across Southwest Virginia and is designed to become a scalable model for rural maternal care. With dedicated community partnerships, the Flourish Project will not only improve access to care but also strengthen networks of emotional and practical support for families during the critical stages of pregnancy and early parenthood.
“The Rapha Foundation is pleased to partner with the United Way of Southwest Virginia and the Anthem Foundation to support mothers and infants in our region”, said Mark Vanover, Executive Director of The Rapha Foundation. “We believe that a strong and healthy start in life is critical to a person's lifelong well-being.”
United Way of Southwest Virginia invites community members, healthcare professionals, and local leaders to learn more and join in supporting this vital effort.
About United Way of Southwest Virginia
United Way of Southwest Virginia fights for the health, education, and financial stability of every person in Southwest Virginia because they are the building blocks for a good quality of life. United Way convenes cross-sector partners to make an impact on the most complex problems in our region. Through collaboration with government, businesses, nonprofits, and individuals, United Way innovates for positive, lasting social change. With a footprint that covers more than 20% of the state of Virginia, United Way of Southwest Virginias serve the counties of Bland, Buchanan, Carroll, Dickenson, Floyd, Giles, Grayson, Lee, Montgomery, Pulaski, Russell, Scott, Smyth, Tazewell, Washington, Wise, and Wythe, and the cities of Bristol, Galax, Norton, and Radford.
About Anthem Blue Cross Foundation
The Anthem Blue Cross Foundation, an independent licensee of the Blue Cross Association, is a philanthropic arm of the Elevance Health Foundation. The Foundation works to address health equity by focusing on improving the health of the socially vulnerable through strategic partnerships and programs in our communities with an emphasis on maternal child health; mental health; and food as medicine. Additionally, the Foundation also responds to disasters when our communities need us the most. The Foundation coordinates the company’s year-round Dollars for Dollars program which provides a 100 percent match of associates’ donations, as well as its Volunteer Time Off and Dollars for Doers community service programs. ®ANTHEM is a registered trademark of Anthem Insurance Companies, Inc. The Blue Cross names and symbol are registered marks of the Blue Cross Association. To learn more about the Anthem Blue Cross Foundation and the Elevance Health Foundation, please visit www.elevancehealth.foundation and its blog at www.medium.com/elevancehealthfoundation.
Media Contacts
Megan Parks, Executive Director, United Way of Southwest Virginia
mparks@unitedwayswva.org
276-628-2160
Kersha Cartwright, Anthem Blue Cross and Blue Shield
Kersha.cartwright@elevancehealth.com
678-767-0199
www.Anthem.com