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 talking openly about miscarriage, and to stop those affected suffering in silence. The strategy was simple, but effective. Miscarriage targets people at random. So the campaign did too. Rather than targeting specific individuals, people were contacted randomly and anonymously. Women (and their partners, friends and family) feel very isolated and alone when experiencing miscarriage, and don't always know who to talk to about their experiences. By leaving notes in random locations, it was possible to reach out to these people and encourage them to start talking. Using a note such as this allowed people to read and digest the content in their own time. They could then talk to their partner, friends, family and Miscarriage Association, or simply share with others.

How did creativity bring the strategy to life?