The latest campaign from UK pregnancy and baby charity Tommy’s seeks to raise awareness about the impact of miscarriages and baby loss.
The campaign, devised by creative agency Special London, is the first work using a new creative platform for the charity.
Its TV and out-of-home ads use shadows and reflections of children playing in everyday environments. In each execution, there is one child who is projected as being alone to illustrate the lifelong impact of baby loss.
Tommy director of marketing and communications Lizzie D’Angelo said: “Our new campaign aims to tell a story we hear so often; of the devastating absence left by pregnancy or baby loss. The brief for this project was ambitious – we wanted to demonstrate Tommy’s impact as the leading pregnancy and baby charity working to make pregnancy and birth safe for everyone.
“We are so proud of this collaboration with the incredible teams at Special London and Biscuit Filmworks, and our director Jackie Bao – all of whom have generously given their contribution in kind due to a connection to our cause.
“We have created something simply beautiful which captures the essence of the grief caused by baby loss, but which conveys the hope that Tommy’s research is here to create change so more families can bring a baby home.”
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According to a 2023 YouGov survey, 50% of respondents have experienced baby loss or know someone who has.
The campaign follows the launch of the UK government’s baby loss certificate scheme that recognises the loss of a baby before 24 weeks. It will premiere on Channel 4 on 22 December and feature a 30-second and a 60-second spot.
Special London CCO David Day said: “Like a lot of people, I didn’t realise how much pregnancy loss touches so many of us. In fact, it’s so prevalent it’s become normalised and those affected are made to feel like it’s just one of those things that happens, which has led to expectant mothers and partners having to deal with such hurt alone.
“That’s why Tommy’s exists, to give a voice, support, and through research change our perception to make pregnancy loss less of the norm.
He added: “It’s a delicate subject and raising awareness needs an equally delicate touch. A balance of sensitivity, poignancy, and immediacy. Working closely with such a collaborative client as Tommy’s, Biscuit Filmworks, and director Jackie Bao I believe we’ve managed to create something special that captures that spirit and in some small way supports the brilliant work Tommy’s do and help create change.”
