News

Ocean Outdoor marks Baby Loss Awareness Week with an Out of Home (OOH) campaign presented in partnership with Petals, the UK’s only national charity offering counselling and support to parents following pregnancy and baby loss.

Using a selection of actual messages shared by former clients, Petals’ first ever OOH campaign demonstrates the devastating impact on parents following the loss of a baby as they navigate grief, trauma and the future, but how that story can change once they receive the support they need.

The OOH campaign is appearing for the next two weeks across Ocean screens in Manchester, London and Birmingham.  The motion graphics work is by the designer and illustrator Ali Norden. The OOH space was donated by Ocean.

Wider activity includes a social and email campaign using the same messaging, asking former Petals clients to contribute their own words, showing the difference specialist counselling makes. These contributions will be used to update the OOH artwork across the fortnight.

Clare Edwards, head of fundraising and communications at Petals, said: “Baby and pregnancy loss is common, and the devastating impact on the mental health of both parents well understood, yet specialist psychological support is not routinely available in the UK. The goal of our campaign is to illustrate the reality of life after baby loss, and how, with professional psychological help, parents can move forward. Using the words shared by former clients, we can demonstrate how people feel and how that story changes once they receive the support they needed from Petals.”

Baby loss awareness week culminates with a global Wave of Light  at 7pm tonight (15th October) which sees large format Ocean screens at Westfield London and Westfield Stratford City join a universal moment of commemoration for babies who have sadly died too soon.