Keating Magee creative director Brian Toche knew commercial shoots take their toll, but never measured in blood.

It all began during the production of atelevision spot for the New Orleans agency’s advocacy account, Louisiana’s Partners for Healthy Babies.

The state ranks among the highest nationally in infant mortality. Traditional TV ads had proved ineffective. The shop thought a music video would work.

“We had to get the attention of young mothers who traditionally never reach out to anyone for help,” agency principal Jennifer Magee said.

The 30-second spot stars a teenage rap singer whose lyrics tell the story of an unexpected pregnancy and a young mother with nowhere to turn.

The shoot went well until cameraman Rodney Chauvin struck his head on the hard edge of a satellite dish and began bleeding profusely. The crew wanted to call an ambulance, “but he refused to leave and halt the shoot,” Toche said. “We wrapped his head in gauze and hecontinued.”

The spot aired for three weeks this summer in New Orleans. Local hotline calls were up 131 percent. The campaign launches statewide this fall.