Graphic Ad for Save the Children Features Real Life Birth Footage

Campaign Highlights Numbers Of Babies Who Die On Their First Day

Published On
Feb 24, 2014

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A hard-hitting ad from charity Save The Children, which features live footage of an African woman giving birth, will break tonight in the U.K. The spot, by adam&eve/DDB, supports the charity's No Child Born to Die campaign to save two million babies' lives a year and raise awareness of one million babies dying on their first day of life. The ad will air during the ITV evening news as a single ad break and opens with an official advisory: "The following advertisement features a real birth scene which viewers might find distressing." The birth footage was not filmed specifically for the advert but shot at the Save the Children supported Maternal Waiting Home at Peters Town Clinic in Liberia in 2013. It features a mother whose child is born blue and not making any noise -- but eventually with the help of the midwives he pinks up and starts to cry.