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In what's being called a first for British television, charity organization Save the Children will air a PSA beginning Tuesday night that includes actual footage of a woman giving birth—and it opens with a stark advisory about the shocking content.
You can see the ad, titled "First Day" and created by London agency adam&eveDDB, below.
It begins with on-screen text: "The following advertisement features a real birth scene which viewers might find distressing." It then cuts to footage, filmed last year (not specifically for an ad), of a young woman giving birth in Liberia—and having the baby cared for by a midwife—at a facility supported by Save the Children.
"For a million newborns every year, their first day is also their last," says on-screen copy.
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