Big disclaimer... this ad has some disturbing images.
I really don't like this ad from Save the Children UK.
I don't like shock value, and I think this ad depends on the easier to access shock value rather than the harder to achieve hope. Its shocking because they think that will get attention, and they're right, it will get attention. But when they have my attention where do they take me? Can they get me to connect to the message and give me money to their cause, which the ultimate goal of this ad.
I think they missed the boat. They could have shown a mother giving birth, we could have heard the baby crying, but what about seeing the happy family members? What about seeing the mother holding her new born baby? They could have told a moving story, a story every parent could connect with, instead they decided to shock us into paying attention.
Instead of relief or happy or hope, they leave me feeling grossed out and kinda spent emotionally, that's not what's going to motivate me to give. The image in my mind is the mother turned on her side crying, is that really the emotion & message they're trying to convey?
Beyond being off-emotion, I think the ad is off-message. The CG's feel misordered, they should have put the midwife information into the middle of the ad, and ended with "Make sure a baby's first day isn't its last..." which has a nice ring to it and hits the message they're trying to deliver.
Attention is easy, real emotion is hard, this ad takes the easy route and is less effective for it.