Together For Change

Mindshare and Tommy's


When a baby is lost, it is far more than just the end of a pregnancy. It is the loss of a child already planned for and loved. Yet when it happens, the silence is deafening. Overwhelming feelings of guilt, superstition and anger kill conversation and leave parents feeling isolated in their grief.
Together with media agency Mindshare, research and pregnancy information charity Tommy's decided to end the silence around baby loss and help parents who have gone through miscarriage, stillbirth and premature birth to share, connect and support each other.
#TogetherForChange was the result. A fully-integrated marketing campaign which reached over 10 million people, breaking down barriers to bring conversations about baby loss into the public's consciousness.
The campaign's goal was to create a self-sustaining social community for parents, tackling the taboo together as one. It combined an innovative hero video, alongside a content hub including well-known celebrities and influencers centred on a powerful hashtag #TogetherForChange. With Mindshare's support, the campaign's reach resulted in the highest day of traffic to Tommy's website to date and drove record awareness of Tommy's.
Most importantly, through #TogetherForChange thousands of parents shared their experiences, and over 1,000 joined a newly-created social support community. 

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