Save The Children –  Legacy Campaign

The Challenge

Save the Children required a new legacy fundraising campaign to highlight the amazing work they are doing by supporting Midwives and maternity wards in some of the poorest areas of the world.
The feeling was that this celebratory campaign should be engaging and positive, not exploitative and needy.

The Insight

Midwives working in these rural areas are criminally underfunded and overworked, travelling hundreds of miles per day, alone, to service several remote villages miles apart. Unfortunately, the death rate of newborn babies can be high, so the Midwives are revered as Angels and Superstars in local communities. So much so, it is often customary to name your child after the Midwife as a sign of respect.