In the Out of Home Media Challenge we chose to support the Danish midwives because of the massive cuts in their resources over the last years.
We wanted to dramatize the stress this placed on the Danish maternity wards. And we wanted bus passengers to help us. So we created an image where it looks like the busy passengers are abandoning a woman giving birth.
Jan Helmer is the Managing Director of the National Midwife Association. “We love the idea. In no time at all we have received a lot of attention and it has created sympathy & understanding for the situation at Danish hospitals. We couldn’t have asked for more.”
A Facebook video with the bus was seen by more than 100,000 people within 24 hours and shared by more than 900.