ABOUT

The state on the Danish maternity wards have long been under a lot of pressure. The midwifes are working overtime way to often and it is a daily challenge just to do the work that is expected of them.

That is why we chose to do something very different and very humorous to make the problem stand out and get shared as much as possible. We foliated bus line 5A with a woman giving birth, making the passengers swarm out of… well, yes, the most sacred of things.

24 hours later a video of the bus had been shared over two thousand times and had over 125k views on Facebook. And now bloggers and national media started talking about the campaign. And suddenly along came the politicians. Now they were sharing it and even encouraging people to keep sharing it to increase the resources spent on the midwifes.