February 2007

A life cannot be thrown away.
To save newborn babies from a horrible destiny, "Salvabebè – Salvamamme" gives women infos on anonymous childbirth and offers them complete medical, psychological and legal assistance to afford the situation. When prevention is not enough, hope is hang on the telephone line. Salvabebè: 800 28 31 10*. Give us a call, and we come on the spot with an incubator, throughout Lazio, 24 hours a day. In cooperation with Hospital "Policlinico Umberto I" – Università "Sapienza" di Roma.

Advertising Agency: Y&R, Roma, Italy
Creative director: Alessandro Canale
Art director: Anna Di Cintio
Copywriter: Mariano Lombardi
Photographer: Matteo Bottin

Comments (21)

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Highest Rated

ziadhdn's picture
Activity Score 104

I didn't read it.. and i will not, bad copy. too much

truecopy's picture
Activity Score 399

After all those italian crap ads, a trashy one that aint so trashy...

"Sex sells. Truth even better." - A friend

Minimum's picture
Activity Score 1490

Good one. I like it. Too much copy though

...and let the poets cry themselves to sleep. And all their tearfull words would turn back into steam

chintan ruparel's picture
chintan ruparel
Activity Score 1516

like these a lot...responsible advertising i must add, amazing photography

~ old habits die hard, older ones never do ~

mariayya's picture
Activity Score 150

Yep yep like it a lot

slim's picture
Activity Score 1047

Another visual pun. Not an especially great one at that.

amit parekh's picture
amit parekh
Activity Score 283

i like dis one

everartz's picture
Activity Score 7615

whatta metaphoric work! ... why on earth a baby gonna look like a trash bag!!.. it hurts

| everartz |

annina's picture
Activity Score 18

Because in Italy, sometimes, women are afraid to abort so they throw away babies in dustbin in the street.
(sorry for english!)

milind_kambli's picture
Activity Score 41


Besha's picture
Activity Score 295

Powerful! Love it!

Dick Huges's picture
Dick Huges
Activity Score 937

Sorry... but that ad is just lame.

copycomoelcopi's picture
Activity Score 822

ugly visual. too literal thinking.

juankhr's picture
Activity Score 136

nice art, nice shot, strong message.

drunk dave's picture
drunk dave
Activity Score 1066

Shouldn't she be walking towards a dustbin. I think the idea is nice a clean and simple (and understandable for the market that would resort to such lengths). It's the clean, over art direction that makes the message so soft. This is throwing babies, not going for a stroll with your rubbish.

ziadhdn's picture
Activity Score 104

I didn't read it.. and i will not, bad copy. too much

Diana Pérez's picture
Diana Pérez
Activity Score 53

Very nice!!! the copy is a bit long though, try shorting it.


Endeio's picture
Activity Score 270

Easy and not good at all.

Rog's picture
Activity Score 6082

Not all ad messages are meant to be witty.
This needs empathy and intelligence...
not this Catholic guilt-ridden, gallows humor.

>>>> That's not an ad. THIS is an ad.

mariayya's picture
Activity Score 150

Just a little production detail... I understand this situation happens among poor women, so I would have dressed the woman in the pic with a cheaper sweater.

lucciano marisio's picture
lucciano marisio
Activity Score 166



Guest's picture

nice ad i like this very touchi