The midwife crisis

Give life an easier start – More hands on the maternity ward. Saatchi & Saatchi Copenhagen chose to support the Danish midwives because of the massive cuts in their resources over the last years. We wanted to dramatize the stress this placed on the Danish maternity wards. And we wanted bus passengers to help us. So we created an image where it looks like the busy passengers are abandoning a woman giving birth. Outdoor advertisement created by Saatchi & Saatchi, Denmark for The Danish Association of Midwives, within the category: Public Interest, NGO.