A powerful new ad for Save the Children features footage of a real-life birth shot in Liberia in a bid to raise awareness of the million babies each year that die on their first day of life, and the need for trained midwives.
The film, which was not shot specifically for Save the Children but was recorded at the Save the Children-supported Maternal Waiting Home at the Peters Town Clinic in Liberia last year, is shown below. It shows a baby being born, and after initially appearing lifeless, how the attending midwife’s skills help stimulate his breathing. The film will launch on UK TV this evening during the 10pm ITV news.
It is often difficult to get attention in the crowded charity sector, but this film is a striking and emotive illustration of the importance of Save the Children’s work.
ECDs: Ben Priest, Emer Stamp, Ben Tollett
Production company: The Source