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Entrant Company
Saatchi & Saatchi Middle East
Program
Clio Health 2025
Advertiser Category
Health Awareness & Advocacy
Medium
Film
Category
61 Seconds to Five Minutes
A series of shots of items related to new born babies, from different homes, at different stages of preparation for the arrival of a new baby - from 1 month to 9 months - are stitched together, with an adapted version of “Sweet Child O’ Mine” playing.
A crib in a room lit dimly by waning sunlight. A baby cot mobile toy, shyly glistening in the light coming through the window. A pair of socks lying untouched on a baby cabinet. A little tent with soft toys waiting in the soft daylight. A baby chair standing with little remnants of light touching it. A cute photo-frame set that awaits the new baby’s arrival. A basket packed with diapers and blankets lies in the corner. A set of bottles and sterilizers stand fit for duty on a kitchen counter top. Squishy bath toys line up on the bathtub waiting their turn to be played with. Freshly washed clothes that parents have just bought from a story dry in the evening light (a tradition where the clothes are washed to soften them for the new baby coming into the world). A swing sways gently and softly in the light breeze. But there’s no baby or mother or father or family seen.
Only a revelation.
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ItsHerWay is a platform in the UAE that supports women in all stages of their business and career journeys, from providing marketplace and marketing support to funding resources. It aims to create thought-provoking and socially relevant campaigns that address and break societal and cultural taboos to help women grow in their professional environments.
And the inequality it has taken on is one that no brand has really spoken of. One that affects women – and men. Over 1 in 5 pregnancies worldwide end in miscarriage. The same statistic is true in the United Arab Emirates too. Yet, 95% of women (and men) in the United Arab Emirates who have experienced a miscarriage while employed, reported taking no leave days off work to recover from miscarriage grief.
Why? There is no corporate policy that supports grieving parents or offers them any paid leave, because miscarriages are treated like a health condition, and not a loss. This stark absence of compassion from corporate policies reveals an uncomfortable truth:
The loss of a child before birth is not treated as a loss at all.
So, "The Leave of Absence’" has been launched tackling a topic no one has tackled. It’s a corporate pledge to give employed grieving parents the space and support they deserve.
The film takes on the taboo and is promoting this pledge meaningfully.