Tommy's is the UK’s the leading charity that exists to stop the heartbreak and devastation of baby loss and make pregnancy and birth safe – for everyone.

To date Tommy’s has achieved significant success across the whole pregnancy journey, turning research breakthroughs into new tests and treatments, campaigning for changes to national maternity care and providing expert information and support for everyone.

However, among their target audience they are largely unknown. In their 2023 brand tracking they found that only 4% of their target audience knew the name ‘Tommy’s’. We needed to create a brand campaign to signal the personal, social and cultural importance of what Tommy’s is and does.

Inspired by conversations with bereaved adults across the UK, the film reflects how pregnancy loss impacts lives not just in the moment but throughout the rest of their lives. In the story, a child skips through an urban park and we reveal through puddles that they exist only as a reflection, symbolising the profound absence felt after losing a baby. The film ends with hope as children—real and reflected—look up at a rainbow kite, signifying healing and possibility after loss.

Live December 2024