'Erken mij' content campaign for Solidaris

Heading to more recognition for pregnancy loss

Client:

Solidaris

Deliverables:

Digital media & performanceIntegrated marketing campaignsSocial campagneVideo marketing & animation

Up to 1 in 4 pregnancies may end in pregnancy loss. That’s a lot. However, talking about losing a baby is still a taboo. That is why Solidaris trained pregnancy counsellors– employees who assist Solidaris members who experienced a pregnancy loss. But the organisation felt they needed to step up their efforts to really break the taboo. That is why Solidaris asked us to develop a more far-reaching campaign.

Our approach

Preliminary discussions with people who suffered pregnancy loss, midwives, psychologists, and other experts revealed that there is also a great lack of social and emotional support from family & friends, healthcare professionals and the environment.

Together with Solidaris, we therefore launched the ‘Erken mij’ content campaign that focused on more open communication around pregnancy loss.

Play Video

We selected a specific branding and visual style that exuded softness. The hopeful colours symbolise early life, loss, love, and warmth.

The results

On www.erkenmij.be, we share tips from experts, ways to preserve memories, help to navigate the administrative aspects, and recognisable testimonials. Through Solidaris’ own channels and targeted online channels, we advocated for more widespread recognition of pregnancy loss.

We also developed an ‘Erken mij’ fill-in booklet to make valuable memories tangible. HeadOffice also directed people in need of emotional support and assistance to Solidaris’s trained pregnancy counsellors.