#MyLittle... Sharing Stories of Pregnancy Loss

Client: Little Santi Designs

How can a brand help validate the emotions felt following miscarriage?

Society gaslights us into believing we can’t mourn pregnancy loss. Despite being shockingly prevalent (more than 20% of pregnancies end in miscarriage), many grieve silently to protect others from social awkwardness. Small business owner, Jess Roberts, challenged HUNTER to spark conversation around this last taboo. After her own miscarriage, Jess founded Little Santi Designs, a ring collection that honours lost babies. Each ring symbolises a baby’s ‘forever size’, represented by foods often used as pregnancy growth markers. HUNTER creatively placed this ‘forever size’, at the heart of its campaign. Using Baby Loss Awareness Week as a timely hook, the #MyLittle... movement saw those who suffered a miscarriage share stories using the hashtag followed by the equivalent size their baby grew to be. For Jess it was #MyLittleBlueberry. Those taking part could check the Little Santi Designs website for a list of symbols representing size up to 21 weeks of pregnancy. They could even purchase a ring signifying their own loss if they chose to, and give back to Tommy’s, the charity funding research into miscarriage. Sparking the movement through an emotive first-person story in Grazia magazine, the #MyLittle... campaign opened conversation in an inventive, yet uniquely ownable way, helping validate the emotions felt by those experiencing miscarriage by speaking their loss into existence. It worked. HUNTER’s #MyLittle…campaign reached nearly a million, increased Instagram followers, and, most importantly, prompted individuals to share their stories with the world.