Tommy's
When a baby is lost, through miscarriage, stillbirth or premature birth too often, the grieving couple is left to cope alone.
TOMMY’S: HELPING PARENTS FIND A COMMUNITY TO TALK ABOUT CHILD LOSS #TOGETHERFORCHANGE
Challenge
After losing their child, parents often retreat from social media. They dont know what to say. They see others sharing pregnancy and baby photos, and dont feel they have the right to share their loss and ask for help. We wanted to turn that dynamic on its head.
Idea
To make this happen, the first thing we had to do was give people something to talk about; something that enables grieving parents to tell their stories and expect support and sympathy in return.
Delivery
We created a highly emotional short video that showed one womans social-media and search activity as she discovers she is pregnant, shares the happy news, and then realises that something is wrong. The final frame is a simple SMS message. Mum. Pls call me back. We lost the baby. Using social-listening tools, we scoured the internet to find people already sharing their experiences and asked them to post the video on their own feeds. The video instantly kick-started conversations, those distributing the video were able to spot people in need of support and direct them to Tommys social media properties.
Results
Over the course of the campaign there was a 300% increase in donations to Tommys. But most importantly, the campaign helped thousands of grieving parents find support for the first time.