Tommy's Babyloss Charity
The client’s challenge
1 in 4 pregnancies end in miscarriage however it’s hardly spoken about so the reality of how common it is never brought out into the open. This silence compounds feelings of misplaced misery, guilt and isolation as only 50% of miscarriages can be explained, the other 50% are left unanswered causing people to blame themselves.
Our client, Tommy’s, wanted to break the silence and the taboo that surrounds miscarriage and babyloss by getting people talking, sharing and ultimately build their community (with a meek budget of £5k).
The idea
Piggyback on the plot of Britian’s biggest soapie, Eastenders, where the rawness of miscarriage was played out to the nation through the characters Whitney Dean and Lee Carter.
We built a social campaign that ran across Tommy’s Twitter and Facebook accounts, and then amplified by getting EastEnders to repost and retweet our content. The campaign was split into three phases: raising awareness, increasing understanding and encouraging support (through donations and building the community).
The results
On the first night our Facebook post reached 1 million views organically, was shared 1000 times and had over 500 comments. Miscarriage saw the highest search volume since 2012 (when Beyonce miscarried).
Phase one
We created a piece of video content that brought to life the issues of miscarriage through four real-life candidates each offering their own story. The videos were posted on Tommy’s Twitter and Facebook as the EastEnders’ episode aired that evening and aimed at highlighting the harsh reality of miscarriage prompting people to break the silence.
Phase two
We continued to mirror the EastEnders plot line where Whitney's family and friends were unsure on what to say to her to comfort her over her ordeal. Our video content offered raw and honest advice on how best to support friends and family that have suffered a miscarriage. Both videos were supported by additional social activity to highlight the key issues of miscarriage. The third phase is ongoing and will use data to convert social advocates into Tommy’s community.
Phase three
Using a third piece of video content and data to target and convert social advocates into Tommy’s community to help them find the answers.