Miscarriage Association

Miscarriage Association
"Cards of Acknowledgement"

Client: Miscarriage Association
Product: Information and support
Title: Cards of Acknowledgement
Media: Direct
Country: UK
Date Of Campaign: March 2019

Background: This activity was all about acknowledgment - for a brief life lost, and for the Miscarriage Association itself. Around 1 in 4 pregnancies ends in miscarriage. It can be an intensely lonely experience. People often don’t know what to say, or worse still, say nothing at all. And we found a shocking insight; there is one place where all of life's important events are acknowledged. Except one. And that place is card shops.

Idea: We needed to get help into the hands of those who need it, at the exact time they needed it. So we chose an indirect direct route. We created a set of beautiful, simple cards. Each headline was passed through a panel of women who've been there. The typography is the handwriting of people who've been there. And inside every card are the details of the Miscarriage Association.

Results: At launch, website traffic doubled from 72,419 average visits to 157,107. Organic searches went from 58,806 to 135,551. And we got help into the hands of those who needed it, at the exact time they needed it.

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