Title	THE MOST HUMAN INSTINCT
Brand	UNICEF
Product/Service	INFANT MORTALITY AWARENESS
Category	D04. Live Advertising & Events
Entrant	WEBER SHANDWICK London, UNITED KINGDOM
Idea Creation	WEBER SHANDWICK London, UNITED KINGDOM
Production	WEBER SHANDWICK London, UNITED KINGDOM
Additional Company	MILLENNIUM Aylesbury, UNITED KINGDOM

Name	Company	Position
James Nester	Weber Shandwick	Executive Creative Director
Luke Walker	Weber Shandwick	Creative Director
Brigitta Szaszfai	Weber Shandwick	Producer
Jason Noraika	Weber Shandwick	Head of Design
Laetitia Laporte	Weber Shandwick	Senior Manager, Client Experience
Rob Chan	Weber Shandwick	Senior Content Producer
David Ranson	Weber Shandwick	Video Content Producer
Brian Tjugum	Weber Shandwick	Managing Director

Write a short summary of what happens in the ambient or digital execution or campaign.

Protecting babies is a basic human instinct. So why aren’t we stopping to help the 7,000 newborns who die every day? We raised this question with an extraordinary social experiment. Partnering with a robotics company and special effects artists, we developed a hyper-realistic animatronic which looked, moved and cried just like a real newborn. We placed our baby alone and seemingly abandoned on the streets of Geneva, where world leaders were gathering for the World Health Assembly. Would people stop to help, if a vulnerable newborn was right in front of them? Crew and technicians were out of shot, while we captured the public's response. Next to our baby lay a message 'why aren't we stopping to help the 7000 newborns who die every day?' with a petition that called upon world leaders to invest in healthcare for every mother and child, through a series of programmes around the world.

Cultural/Context information for the jury

The Most Human Instinct took place in Geneva, Switzerland, as this is where the World Health Assembly congregates every year.