Cot death charity launches TV campaign

The ad, by JWT, shows a collection of women's faces in close-up, apparently going through the agony of childbirth.

But in a twist, the endline of the ad reads: "Nothing is as painful as losing a baby."

FSID's director, Joyce Epstein, said: "Young mums are often reluctant to seek advice from health care professionals and we hope that this powerful film has provided us with an effective way to reach them and to increase our funds for bereavement support and research."

Each year, more than 300 apparently healthy babies die suddenly and unexpectedly in the UK.

Research has shown that mums under 20 are six times more likely to have a cot death than older mothers.

Project name
Pain
Client
FSID
Brief
To raises awareness of the dangers of infant deaths.
Creative agency
JWT London
Creative director
Russell Ramsey
Art Director
Mark Norcutt
Copywriter
Laurence Quinn
TV producer
Lisa Colchester
Account director
Musa Tariq
Director
Steve Hudson
Production company
Hungry man
Editor
Bill Smedley
Exposure
TV, Cinema & Viral