Campaign details

Brand: Miscarriage Association
Lead agency: MRM//McCann London

Campaign Overview

Around a quarter of pregnancies end in miscarriage. Friends and family often can't find the right words - or any at all.

The challenge? Help people to acknowledge a brief life lost and boost support.


Albeit tragic, miscarriage is an important life event, but many woman feel it has gone unnoticed or will be forgotten.

The Miscarriage Association also had an acknowledgement issue despite existing to offer help at a tough time.

The campaign needed to find words for those who couldn't, while raising awareness of the Miscarriage Association.

And MRM//McCann landed on a shocking insight: most of life's important events are acknowledged in card shops, but miscarriage isn't.


The mission was to put help into the hands of women at the exact time they needed it, and have miscarriage acknowledged as an important life event.