Fund B92: Battle for the Babies

Saatchi & Saatchi Belgrade

Advertiser: Fund B92
Brand: Fund B92
Country: Serbia


Serbian hospitals were poorly equipped to provide adequate neonatal care for our youngest and most vulnerable citizens. The 1960s incubators were severely outdated. Their warranties were long time overdue, spare parts were unobtainable, and getting technical support became impossible. (figure 1)

Ministry of Health announced health care institutions were lacking 171 incubators.

Figure 1: Photos of obsolete equipment in Serbian hospitals (Institute of Neonatology and University Children's Hospital), Belgrade 2011

But the problem was much more serious than obsoleteness of equipment. Under these circumstances, the basic human right was in jeopardy – the right to life.