The Norwegian Red Cross is using humor to encourage more men to donate blood in a new campaign that highlights the fact that more is needed for women requiring transfusions during childbirth. 

The ad, by Oslo agency Morgenstern, turns the tables and shows a man apparently in childbirth, his partner holding his hand soothingly and he screams and groans and begs for juice. However, it turns out he's actually giving blood, and his partner is the one who's pregnant. 

According to the agency, the aid aims to show that while emotional support is great, in addition to words of encouragement and cold towels, men can contribute to childbirth with something of life-necessary importance.