The Miscarriage Association has worked with direct and digital agency LIDA to create a national poster and guerrilla marketing campaign aimed at breaking the silence around miscarriage.
The activity sees posters placed at 14 train stations across the UK and is targeted towards station with high footfall. Supporting blue envelopes addressed ‘To anyone’ will be left in random places around the posters.
“Miscarriage affects many thousands of people throughout the UK every year, and yet it’s rarely spoken about openly. We know that talking about it can make a huge difference to the women, men/partners, families and friends affected by miscarriage, and we hope that this campaign will help to end the silence,” commented national director of the Miscarriage Association, Ruth Bender-Atik.
The scattered placement of the blue envelops reflects the randomness of miscarriage, with the message inside centring around the fact that miscarriage ends one in four pregnancies.
Nicky Bullard, LIDA ECD, added: “We wanted to highlight the randomness of miscarriage through our powerful little blue envelopes, left anywhere, addressed to anyone. The high stat means that there is a likelihood you will have been touched by the subject, whether it’s yourself, your partner, your daughter, friend or colleague. We just need to get people talking about it.”