Drop the Stigma

Normalising miscarriage experiences, by filling the silence.

Student spec work for: MSc Creative Advertising Solo Passion Project

1 in 4 pregnancies ends in miscarriage, so why is there so much silence surrounding this topic? Miscarriage is often referred to as a female/women-only issue. Therefore, placing all the emotional burden, stigma and alienation on an individual whereas the loss of a child affects partners, siblings, grandparents, friends and more, but we don’t discuss this grief because stigma has kept us silent.

People affected by miscarriage will likely turn to Google Search before speaking to their partner, family member or friend. However, with the overwhelming volume of information available to us, we can often get lost in advice, misinformation or experiences which don’t reflect our own and could traumatise us further.

“Drop the Stigma” for the Miscarriage Association is a spec campaign designed to break the perpetual cycle of shame, and stigma with one sentence “______ had a miscarriage and I felt ____”. This sentence will live on the homepage of the Miscarriage Association website as a search engine. Users will fill in the blanks with their relevant words “I, my partner, my Mum” … “sad, confused, numb” and will then have access to bespoke search results, removing any risk of irrelevant or traumatising information.

Using a combination of OOH and social media we’ll share the combination of search inputs, normalising all relationships and emotions surrounding miscarriage. Highlighting that people are not alone and we open up the conversation and fill the silence.