Fetuses for Human Rights - Campaign to Stop Female Foeticide

This amazing public service ad by Capital advertising agency in Gurgaon, India draws attention to the horrible act of female foeticide that is still common in India. With sons being preferred to daughters, medical advances enabling couples to tell the sex of their baby are being abused to get rid of fetuses when the family finds out it is a baby girl.

The print ad shows a typical image of a fetus sucking its thumb, but when you look closer, you see that the poor girl fetus keeps her fingers crossed as the common sign of “good luck”, hoping to be given a chance at life.

According to wikipedia, Feticide or foeticide is an act that causes the death of a fetus. In a legal context, “fetal homicide” refers to the deliberate or incidental killing of a fetus due to a criminal human act, such as a punch or kick to the abdomen of a pregnant woman.

The May 2008 campaign was done with creative director Joy Mohanty, art director Ritesh Nagpal, and copywriter Varun Popli for Capital advertising agency.