Shock to the System

Idea

As part of its hard-hitting campaign to raise awareness for women in third world countries and the difficulties they face while giving birth, Save the Children released a distressing video showing a real woman giving birth in Liberia

What We Like

Alongside the shocking footage (to be aired tonight at 10pm on ITV), STC also released a report revealing that in Ethiopia skilled help is only on hand for 10% of childbirths, and that in Afghanistan there’s only one midwife for every 10,000 people

Learnings

A good old fashioned report combined with hard-hitting tactics still has the power to elicit deep emotional responses, even in today’s cynical world