Pregnancy and baby loss charity Tommy’s has launched an out-of-home (OOH) campaign entitled ‘Let’s Bring Them Home’ ahead of the Women’s FA Cup Final between Chelsea and Manchester United this Sunday (14 May).
Developed by creative agency VMLY&R UK, the work uses the symbol of the trophy and the memorable ‘it’s coming home’ phrase to highlight the significance of being able to bring babies home safely.
The charity’s goal is to prevent the heartbreak caused by baby loss by making pregnancy and birth safe for everyone.
The bold and eye-catching campaign hopes to appeal to football fans, with the creative set to appear at 25 high-profile sites around Wembley Stadium. On the day of the final, with help from Mindshare, tailored messaging will appear to both teams and match outcome.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
“’They’re coming home’. Sadly, not every new parent gets to say these words as currently, one in four pregnancies in the UK end in loss,” Tommy’s marketing and communications manager Becki Sendell said. “But we’re working to change this. Tommy’s ground-breaking research is improving care and making sure everyone has the best possible opportunity to take home a healthy baby.
“We’re thrilled to partner with VMLY&R and Mindshare on this brilliantly creative campaign. We’re delighted to be celebrating with football fans as Manchester United and Chelsea vie to take the trophy home and hope the passionate crowd will also join our team as we work to stop the heartbreak and devastation of baby loss and make pregnancy and birth safe – for everyone.”
VMLY&R Commerce UK creative director Richard Hartle added: “We couldn’t be prouder of our partnership with Tommy’s and Mindshare. It’s the best of WPP UK coming together to deliver for a cause we all care deeply about.”
