Brighton-based agency Morever has delivered full creative and production services for Tommy’s multifaceted ‘Tell Me Why’ campaign. The campaign’s final week coincides with baby loss awareness week 9-15 October 2019.

1 in 4 pregnancies end in loss or premature birth and most parents never find out the real reason. Tommy’s, the baby charity, is dedicated to finding out…WHY?

The charity funds four research centres looking at the causes and prevention of pregnancy complications and baby loss, as well as also running specialist clinics caring for high-risk women.

The campaign is led by a powerful film and three informative animations with optimised content across all channels to effectively communicate the target messaging.

At the heart of the campaign are genuine ‘WHYs’ from parents who have lost a baby. The film gives voice to some of these genuine reasons which parents have grasped at, in the absence of the real one.

Actress, novelist and presenter Giovanna Fletcher, who has spoken candidly about her own experience with miscarriage opens the film as the first vignette.

Morever ran two candid focus groups facilitated by Tommy’s, where parents were given a safe space to reveal their personal WHYs for their loss.

Lizzie D’Angelo, Interim Marketing Director, Tommy’s said:

“Abi and her team were 100% committed from the start of the campaign. They worked very closely with our user group, really getting under the skin of the issue. The end product was a beautiful and moving film for the campaign.”

Morever, co-founder and Client Director, Abi Mellor said:

“It is a privilege to work with Tommy’s on a campaign so close to our hearts. We fully appreciate the generosity of the contributors who worked with us to ensure we would create a film that would hold true. We are passionate about the work that Tommy’s does and loved putting the team’s creative artistry and exacting standards into play.”

The campaign cements the relationship between Brighton based partners Morever and Anything is Possible. Whilst Morever deliver the creative, Anything is Possible deliver the media planning, buying and distribution of the campaign, ensuring the assets are distributed widely and effectively across search and social channels.

Anything is Possible Founding Partner, Mark Raymond said:

“It has been a pleasure partnering with Morever on this campaign, helping raise awareness of the great work of Tommy’s. The #TellMeWhy campaign message has been seen nearly 2 million times across search and social channels and Morever’s video viewed more than 33,000 times on YouTube alone.”