Pain of Birth and Loss

The Foundation For the Study of Infant Death (FSID) has teamed up with advertising agency JWT to produce the a film which focuses on the pain of losing a baby. The hard hitting video shows women who clearly are experiencing the pain associated with child birth. The video’s twist at the end reminds us that nothing compares with the pain of losing a child.

FSID Birth Pain image

The Foundation for the Study of Infant Deaths (FSID) is the UK’s leading baby charity working to prevent sudden deaths and promote health. FSID funds research, supports bereaved families and promotes safe baby care advice. Every year more than 300 apparently healthy babies die suddenly and unexpectedly in the UK and research has shown that mums under 20 are 6 times more likely to have a cot death than older mothers, but they are a hard to reach group. This video is designed to get through to those young mums.

Click on the image below to play the video.


The Pain film was developed at JWT London by executive creative director Russell Ramsey, account executive Musa Tariq, copywriter Laurence Quinn, art director Mark Norcutt, agency producer Lisa Colchester.

Filming was shot by Steve Hudson via Hungry Man, with producer Tim Nunn and editor Bill Smedley.

FSID’s director, Joyce Epstein, said, “We were delighted when JWT approached us to make this video. Teenage mums in particular are often reluctant to seek advice from health care professionals and we hope that this powerful film has provided us with an effective way to reach them and to increase our funds for bereavement support and research.”

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