Special London has been appointed by Tommy’s, the pregnancy and baby charity, to develop a new brand campaign.
The agency was awarded the account without a pitch.
Tommy’s brand brief
Special has already begun work on a bold and attention grabbing new campaign that will launch this year’s Baby Loss Awareness Week, which runs from October 9th to 15th.
The new work aims to drive significant awareness of Tommy’s and its work, bringing more attention to its cause and the funding and support it needs and deserves to create real and lasting change.
It is the first campaign from the charity since 2022, when new CEO Kath Abrahams joined Tommy’s and launched an overhaul of its organisational and brand strategies. With that in place, its focus has now shifted to communications and building awareness.
Special and Tommy will work together on an ongoing basis as the charity ramps up its work to shift the public perception that pregnancy loss is “just one of those things” to understanding the importance and impact of Tommy’s work on saving babies’ lives.
Lizzie D’Angelo, Director of Marketing and Communications at Tommy’s, said: “As soon as we met, we understood that Special was more than their name. We know that they’ll work creatively to build a campaign that will demonstrate our impact as the leading pregnancy and baby charity working to make pregnancy and birth safe for everyone.
“We’re confident that our partnership with the brilliant team at Special will help us to make sure more people are aware of Tommy’s so we can save more babies’ lives and support many more families who need us.”
Emily Harlock, Chief Strategy Officer and Partner at Special London, added: “One in two people in the UK are affected by baby loss, and yet it’s a problem that’s all too often hidden from view or considered to be ‘just one of those things.
“We’re honoured to be appointed by Tommy’s to help raise public awareness of the issue and demonstrate how their research and care drive real change to help more people bring healthy babies home.”
An estimated one in four pregnancies end in loss, and half of UK adults say they have lost a baby or know someone who has.
The charity turns pregnancy research breakthroughs into new tests and treatments, campaigns for changes to national maternity care, and provides expert information and support.