The birth of a baby is the happiest moment for young couples, but not for everyone. This film reminds us, with its happy pastel colours as they announce the birth of their daughter, how loved and expected a baby can be. Then the ad takes a turn to stark near black and white colours as they announce the funeral of the same daughter within the week. Sadly, babies are stillborn or die during or shortly after birth every day in the Netherlands as a result of growth restriction, premature birth or congenital defects.
The Born Healthy Foundation finances scientific research with the aim of ensuring that as many babies as possible in the Netherlands enjoy a healthy start in life. It's supported by the national professional organisations of gynaecologists, paediatricians and midwives. The organisation is a new one and J. Walter Thompson Amsterdam worked on increasing awareness of this relatively new organisation and the problem it is dedicated to solving,
By showing how close together a birth announcement and a funeral notice can be, this awareness campaign makes it painfully clear how fine the line is between the greatest happiness and the greatest sorrow faced by young parents.