ONE WOMEN IN FOUR LOSES A BABY EVERY YEAR IN THE UK
Tommy’s aims to inform and educate all parents-to-be about having a healthy pregnancy, and how to give every pregnancy the best possible chance of a healthy outcome.
Unfortunately a culture of complacency, ignorance and taboo has lead many to still believe pregnancy loss to be uncommon. For the thousands directly affected each year by the death of a baby, this culture only deepens their sense of loss, loneliness and despair.
OVERCOMING COMPLACENCY, IGNORANCE AND TABOO
With silence and ignorance identified as the enemy, a new campaign was developed encouraging young women to want to know more and to keep themselves and their future babies healthy through access to the objective, quality information and expertise that Tommy’s provides.
The ‘Let’s talk baby’ brand campaign was developed to break-down the taboo barrier by inviting and encouraging young women to feel happier talking amongst themselves and sharing their own experiences of such delicate matters.
Fundraising events and brand-building activities were further sharpened through a new distinctive identity, designed to reflect the ‘woman to woman’ brand personality; speaking openly and honestly with warmth, knowledge, experience and a hint of humour.
LET’S LOOK THE PART
To help heighten awareness and communicate what Tommy’s does, the ‘Let’s talk baby’ campaign line was included as part of the new logo. In addition, a warmer, more distinctive, raspberry red colour was introduced to build greater recognition for Tommy’s in a category dominated by blues and pinks.
A number of fundraising events were re-named to build greater brand equity into the ‘Let’s’ campaign idea, such as ‘Let’s do lunch’, ‘Let’s make a splash’ and ‘Let’s create dreams’.
A relaxed, conversational tone of voice helped to translate difficult concepts and emotive realities into more familiar language with a more approachable tone.
A STRONGER VOICE
Since the rebrand in 2010, Tommy’s has achieved or exceeded its funding targets, thanks in part to a sharper brand proposition and a more recognizable identity. In 2014, prompted awareness of Tommy’s amongst its target audiences had increased to 60%.
JUST SO WE ARE CLEAR
Not all of our experience has been gained as Robin.
So far, most of our stories, such as Tommy’s, were achieved during our time at Brand Union and Wolff Olins, where between us we spent the best part of 30 years.