The execution tells the story of baby Jane Doe, a newborn baby that has been abandoned in a bin in a public bathroom. Our voiceover describes, in detail, the horrific and heartbreaking fate that awaits Jane Doe if someone does not find her. She then goes on to acknowledge that listeners may not want to hear this and may have even tried to change stations by now, but much like Jane Doe cannot escape the reality of child abandonment in South Africa, nor can they. The advert ends with a plea for listeners to stop changing stations and start changing lives by SMSing our unique SMS number and donating R20.

South Africans are bombarded with bad news on a daily basis. So much so, that many of us simply switch off or switch channels when the news comes on. This is especially true when it comes to radio, as a catchy pop song or chatty DJ are not only better listening than stories of human suffering but they’re also just a button push away.

But child abandonment is simply something we cannot afford to ignore. So the Lonely Road, a non-profit organisation that focuses on orphaned and vulnerable children in South Africa, asked us to break this habit by breaking through the clutter and creating a piece of content that listeners could not ignore.

The Lonely Road ‘No Escape’ script:

SFX: An infant crying. SFX that follow the story being told.

VO: This is baby Jane Doe. She is only 3 hours and 21 minutes old. She was born in a public bathroom then wrapped in a plastic bag and thrown in the bin like a piece of unwanted trash. Her tiny fingers are starting to turn blue as she faintly grasps the cold air, looking for milk, warmth, love. If someone doesn't find her soon, she’s going to die.

But before she dies, parts of her will probably be eaten by that rat eagerly circling her helpless body. It’s tiny, sharp teeth will be the only touch she’ll ever know. She will never be held, cuddled, kissed or loved.

You probably don’t want to hear this. You might have even changed stations by now, hoping for a catchy pop song or an advert about chewing gum. But you won’t find what you’re looking for because, just like this ad, you can’t escape the reality of child abandonment in South Africa. And nor can Jane Doe.

So it’s time for us to stop changing stations and start changing lives. SMS ‘Change’ to 40580 now to donate R20 to the Lonely Road. Help us help babies like Jane Doe get the love they deserve. Free SMSs don’t apply. The Lonely Road. Building communities, together.