Miscarriage Association: Little blue envelopes

This case study describes a campaign by the Miscarriage Association, a charity which supports people experiencing miscarriage, which used an untargeted approach to emphasise how miscarriage could affect anyone.

Miscarriage Association: Little blue envelopes

LIDA

The team

Nicky Bullard, Sara Pouri, Joanna Legg, Caroline Parkes, Sophie Bruschan, Lydia Gadbury, Laura Burgess.

How did the campaign make a difference?

After a miscarriage, an essential part of the healing process is talking. Yet despite one in four pregnancies ending in miscarriage, people don't talk. So targeting was, well, untargeted. Like miscarriage itself. It led to an 82% increase in calls to the Miscarriage Association and a 370% increase in people talking about miscarriage on Facebook.

What details of the strategy make this a winning entry?

The brief was to get people...

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