Save the Children "first day" by Adam & Eve/DDB

Save the Children has released a TV campaign with real footage of a woman giving birth. Adam & Eve/DDB created the spot, set in Liberia. It shows a seemingly stillborn baby, until a midwife takes over and rubs its back. The child starts crying and the ad states that a million babies die each year on the day they are born, but "basic training for midwives can help end first-day deaths". It was written and art directed by Ben Tollett, and directed by Jonathan Hyams through The Source. The footage used was not shot specifically to make the ad.

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