Health and Wellness > Awareness & Advocacy

MIDWIVES FOR LIVES

JAZZ COMMUNICATION, Bucharest / INDEPENDENT MIDWIVES ASSOCIATION / 2017

CampaignCampaign(opens in a new tab)
Film

Overview

Credits

Overview

BriefExplanation

In the rural areas of Romania, a young couple, is conceiving their first baby. As time goes by, the pregnancy carries on in the solitude of their house, not monitored. Meanwhile, in a corner of their tiny house, we spot the silhouette of a midwife, just standing and watching them as months go by, a silent witness. When the birth moment comes, the women gives birth to a dead baby, while the midwife keeps watching the whole scene without helping, as if her hands were tight back. The movie ends in despair as more and more midwives appear in the room, willing to help the young mom and the baby, but they can't as if they were held back by an invisible force.

BriefWithProjectedOutcomes

All forms of commercial materials regarding healthcare and OTC drugs - educative materials, videos, TV commercials, radio, online, pharmacies materials addressing abroad target are evaluated before airing by the National Agency of Drugs (ANM).

EntrySummary

During communism, the midwife job was abolished as abortions were banned and midwives knew how to do this procedure. Ever since, the midwives have been seen as old women, experts in ancient practices. The definition in the Romanian dictionary is: "old lady assisting a woman when giving birth".

Nowadays, Romania is on the 31st place out of 33 European countries when it comes to the number of midwives per capita: 1.9/1000 inhabitants.

But the real problem of the few Romanian midwives is that their statute has never been reconsidered since communism.They still function as nurses, not having the right to assist a birth or monitor one without a doctor. So, they can't profess the way they could if their statute doesn't change. They can't prevent still births or any other pregnancy problems in a country which is on the first place in infant mortality.

More Entries from Fundraising & Advocacy in Health and Wellness

24 items

Grand Prix Cannes Lions
MEET GRAHAM

Insurance

MEET GRAHAM

TRANSPORT ACCIDENT COMMISSION, CLEMENGER BBDO MELBOURNE

(opens in a new tab)

More Entries from JAZZ COMMUNICATION

24 items

Gold Cannes Lions
A VOICE FOR SONGBIRDS #SAVEOURSONGBIRDS

Use of an Artist as a Spokesperson/Ambassador in Partnership with a Cause

A VOICE FOR SONGBIRDS #SAVEOURSONGBIRDS

ROMANIAN ORNITHOLOGICAL SOCIETY AND NATURA 2000, JAZZ COMMUNICATION

(opens in a new tab)