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Media: Print, ambient, PR
Role: CD
The Miscarriage Association’s objective was awareness. It simply wanted more people
to know that it is there for those who’ve suffered from miscarriage. But the answer lay not in branding, but in understanding.
It was in showing that as an organisation,
it understands grieving parents. It understands that what grieving parents ultimately want is recognition. Recognition that they are actually parents.
And recognition that their child actually existed.
With this in mind, there was a difficult question to ask. Why does society struggle to recognise miscarriage as a major life event? After all, it recognises all other major life events – births,
deaths, engagements, marriages, even passing
exams and moving house.
Miscarriage
Association
It was soon clear that the answer to greater brand awareness was in helping create a societal change. It was to sensitively place miscarriage alongside all these other life events – in the one place where they’re all found. Card shops.
In so doing, grieving parents received the recognition they were looking for. And the Miscarriage Association generated the awareness and PR it was looking for.
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