WaterAid's interactive film switches between midwives in UK and Tanzania

International charity WaterAid has launched its first interactive film highlighting the challenges overseas midwives face in maternity wards without access to safe water.

The film, produced by its in-house production team, compares the lives of a midwife in Tanzania, Juliana Msoffe, with that of a British midwife, Delia Jepson, who was featured in Channel 4’s One Born Every Minute.

The viewer can switch from Delia’s work shift at the maternity ward of Liverpool Women’s Hospital to Juliana in Kiomboi Hospital.

The film supports WaterAids Deliver Life Appeal, with every £1 donated by the public until 10 February being matched by the Government.

The film demonstrates how Juliana rations a scarce supply of clean water as she attends to a mother and baby by herself. Relatives are seen to collect water from the river for them to drink and wash with. Meanwhile in Liverpool, Delia’s team have access to sterile equipment, clean water to drink and replace fresh sheets.

The charity said one in five new-born deaths are caused by infections from the lack of safe water and clean environment and many new-borns are vulnerable to life threatening infections. Almost 315,000 children die every year from diarrhoeal diseases caused by dirty water and unsafe environments.

Catherine Feltham, a producer at WaterAid, said: "Thankfully, women in the UK are able to take clean water and sterile equipment in maternity wards for granted.

"By sharing the experience faced by midwives and mothers in the developing world, we hope to motivate the British public to donate to our appeal and help us raise awareness of this situation."

Topics

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Why Cosabella replaced its agency with AI and will never go back to humans
Shares0
Share

1 Why Cosabella replaced its agency with AI and will never go back to humans

In October, lingerie retailer Cosabella replaced its digital agency with an AI platform named "Albert". Since then it has more than tripled its ROI and increased its customer base by 30%.

Just published

More