Pregnancy charity Tommy’s has launched a ‘Together, for every premature baby’ campaign on World Prematurity Day today to raise public awareness of premature birth.
Tommy’s mission is to make the UK the safest place in the world to give birth; finding and communicating the latest evidence as the largest UK charity funding medical research into premature births, miscarriages and stillbirths. The charity is widely used by expectant, new and bereaved parents during difficult times throughout their pregnancy journeys.
The campaign, created by purpose-led agency Fox & Hare, actively challenges the conventional comms approach around pregnancy complications, which traditionally centre solely on babies and the effects of natal complications on children. By confronting the lack of awareness surrounding premature birth head-on, this shift in creative communications aims to position Tommy’s as the leading support for all individuals involved throughout a pregnancy, offering a more emotional and relatable approach. Fox & Hare conducted primary research with key medical stakeholders and more than 1,000 users of Tommy’s services to inform the creative emotional approach.
The creative direction actively showcases Tommy’s contributors and mothers as the face of the charity for this campaign, through a photoshoot produced with photographer Jennifer McCord. This shoot brought together mothers at all different stages of their pregnancy, offering Tommy’s as a safe space to seek support. Key talent included Tommy’s contributors Obiélé Laryea and Katie Bonful, both of whom have experienced early birth, relying on the charity for additional support throughout their experience.
The campaign, promoting Tommy’s website and its My Prem Baby app launching this month has launched across social, Digital media with key partnerships and supporting natal charities, Out of Home and print.
“This campaign aims to raise awareness and improve understanding of premature birth, so that parents aren’t learning about it while going through it, creating more stress at an already anxious time,” said Tommy’s Marketign Director, Lizzie D’Angelo. “We’re glad to have partnered with a positive impact agency that understands our vision, and shares our values of simple but sensitive communication so that we can reach and support as many families as possible.”