The spot was aired in the weeks leading up to Mother's Day.

Scientific research (Martin and Clark 1987, Dondi et al 1999, etc) has shown that newborns develop emotional and empathetic bonds to other babies very early on. Basically, if a newborn baby hears another baby cry, she joins in, too. This almost magical bond and the bond parents have to their children became our drama.

A newborn baby starts crying in her mother's arms in an apartment in downtown Stockholm. Another baby hears the cry and joins in. Then another one and another in a cry relay - until we reach a small village in Africa where the crying suddenly stops. And a heartbroken mother sits alone. Because everyday 7000 babies die.