June 2026 – The United Nations Children’s Fund, UNICEF, launches the campaign “Natural childbirth. A choice that deserves respect,” created by the agency NOVA. The objective is to increase visibility on the topic, which is part of the lives of millions of Brazilian women and families, encouraging a broader discussion about the birth experience.
With the concept “Opinion is not information,” the campaign stems from a very common situation in the lives of many pregnant women: the amount of opinions, guesses, and judgments received during pregnancy regarding childbirth. In two 30-second films, set in everyday locations such as a market and a beauty salon, pregnant women are approached by strangers who comment, question, or try to influence their decisions about the method of delivery of their children.
“With a light and humorous tone, the films show how opinions don’t always equate to reliable information and reveal that seemingly harmless comments can generate insecurity, doubt, and embarrassment during pregnancy, a period that should be marked by acceptance and support,” says Amanda Lourenço, Creative Head at NOVA. The campaign reinforces that decisions related to childbirth should be made based on evidence, qualified professional guidance, and respect for the woman’s autonomy.
According to research by the Oswaldo Cruz Foundation (Fiocruz), seven out of ten Brazilian women express a preference for natural childbirth at the beginning of their pregnancy. Even so, the majority of births in the country occur via cesarean section, a procedure indicated mainly in situations involving risks to the mother and/or the baby.
“More than just talking about childbirth, the campaign is about listening, respect, and autonomy. It’s the result of a UNICEF study, to be released soon, which shows that when pregnant women are better informed, participate actively in preparation, and have greater clarity about their rights, the influence of external factors on their childbirth decisions decreases,” says Sonia Yeo, Head of Communication and Social and Behavioral Change at UNICEF in Brazil.
In addition to the films, which will be broadcast nationally on TV, the internet, and social media, the media plan also includes digital out-of-home (DOOH) advertising, radio spots, digital ads, social media content, and accessibility features, including sign language interpretation.
The campaign also directs the public to a special UNICEF page with content aimed at pregnant women, their families, and healthcare professionals. The initiative has the support of the pharmaceutical company MSD, through its global program ‘MSD for Moms’, a strategic partner of UNICEF Brazil since 2023, with the goal of promoting the comprehensive health of women during prenatal care, childbirth, and the postpartum period in the territories where the organization operates.
