And for the next weeks, midwives all across Germany were smiling to everyone.

We also gained additional media partners to produce TV commercials to show in doctor’s surgery waiting rooms and an exclusive sponsorship of Germany's biggest annual baby fair.

We also launched a Facebook page called "dasErsteGesicht" (“The First Face”). Under this hashtag, we asked the public to engage with the cause by posting location and pictures of these Weleda sponsored out-of-home posters on Facebook and Twitter.

Nationwide magazines, newspapers and online blogs reported on the project and an entire community grew to participate in this matter!

A major social movement, we could only have dreamed of!

With the support of the media campaign, we pushed an online petition opposing this new law that captured hundreds of thousands of votes.

We reached 25 million people, with a media value of 2.4 million euros ... at 0 EUR media costs !!!

And the best part: the law has been adapted by lower repercussions of the bill, saving our midwives from extinction.

Perhaps Chancellor Merkel feels for the little ones more than we thought.