Save the Children launches new legacy campaign with ‘the world’s busiest midwife’ advert

Save the Children is launching a new legacy campaign, which hopes to encourage supporters to consider their own legacy by showcasing a Liberian midwife, Alice Sumo, whose 30-year career delivering babies in Liberia has meant that over 800 Alices have been named after her.

The ‘What do you want your legacy to be’ campaign was created in-house with guidance from the agency Consider Creative. It follows the first ever Save the Children legacies TV campaign which launched in 2017 and this new creative will launch in June 2018, with further digital and TV content rolling out in September.

The advert shows the work that Alice undertakes every day to make sure babies are delivered safely. Her career has mirrored the tumultuous history of Liberia, from civil war to the Ebola crisis and she has continued to deliver babies throughout it all. Since Save the Children built the White Plains Clinic in 2014 funded by a Capital Appeal by UK supporters, Alice is able to help save many more women and babies in her area. The hundreds of babies who are named after her range from two days to 30 years old. Save the Children are hoping viewers will be inspired by Alice’s story and consider leaving a gift in their will to give children all over the world a reason to smile.

In 2017 gifts in wills contributed over £20million to Save the Children’s funding, with money donated directed to wherever it is most needed. Jonathan Jacques, Head of Legacies at Save the Children, says: “Save the Children has been saving children’s lives around the world since 1919 and every year the money our generous supporters leave in their wills helps us to make sure children are healthy and well-fed, protected from harm and receiving a good education.

“We wanted to tell a really unique and engaging story that our supporters could get behind. By inspiring our supporters with Alice’s legacy, we hope to emphasise what their legacy can be and to encourage them to download a free will-writing guide to find out more”

For more information go to