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Save the Childen to show first real birth in British advertising

38 sec read
0:00 AM | 28 February 2014
by Jim Compton-hall
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Save the Children are launching this advert featuring a real birth scene to raise awareness for the need of more trained midwives.

Save the Children tonight (during the 10 o'clock ITV news) will launch an advert featuring real footage of a woman giving birth. The filmed was captured last year at the Maternal Waiting Home at the Peters Town Clinic in Liberia.

The distressing ad raises attention to the fact that one million children die the day they are born and that having a trained midwife around can make a huge difference. Mat Goff, managing director at adam&eveDDB, said "This is a shocking piece of communication, and it is deliberately designed to make an impact".

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