In Ukraine there was low knowledge about pregnancy danger signs (maximum there was awareness about bleeding - yet only at 51%). Thus women delayed in seeking and receiving medical help on the appearance of danger signs. That could lead to pregnancy complications and even miscarriages.

Social listening has revealed that a mother-to-be thinks about her fetus as a baby who lives with her. She talks to and about him/her like about a born child. But when it comes to the woman's state of health she considers it as only her own problem, with no baby in her rhetorics.

The ad is based on an insight that a mother is anxious about her child's health, and seeks medical advice for any even remotely dangerous health condition of her kid. The print reminded a pregnant woman that her health is not only about her, but about her future baby.