Shocking charity ad shows real footage of woman giving birth

By on Tuesday, February 25, 2014

BEJESUS, this is intense.

Save the Children will air this ad tonight during ITV’s 10pm news as part of its ‘No Child Born To Die’ campaign – but be warned, it’s not just another child looking sadly at the camera whilst swotting away flies. It’s gritty, hard-hitting and features some pretty distressing footage of a very young woman giving birth:

Called ‘First day’, the campaign message is that ‘For a million babies every year, their first day is also their last’. Fortunately, the baby in the video is heard taking its first breath, but as the ad tells us, basic training for midwives could help end first day deaths.

Source: Campaign

Involved agency: adam&eveDDB

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