Icon has launched The Stillbirth Promise, the third stage of the Still Six Lives campaign.
The Promise implores Australians to make a commitment by addressing the high prevalence of stillbirth and share the 3 behaviours that can reduce the risk of it happening to others.
Icon launches The Stillbirth Promise
Participants are encouraged to make the promise in honour of the six lives lost each day and any family close to them that may have experienced stillbirth firsthand.
The campaign’s key creative concept is a three-episode video content series following the story of bereaved parents, Holly and Josh who lost their precious baby boy, Bluey, to stillbirth and have since worked to ensure other parents do not experience this heartbreak.
Each episode of the series interviews those who have been touched by Bluey’s stillbirth.
Holly and Josh themselves, as well as their loved ones facilitate and help to show audiences the different perspectives behind why making the promise is so important.
Comments on Icon’s The Stillbirth Promise
Icon Agency MD, Joanne Painter, said that the purpose driven model is key to Icon’s ethos.
“Purposeful campaigns are at the heart of the Icon Agency and we genuinely appreciate working with organisations who are making a positive impact in the world,” said Joanne.
“Still Six Lives has a sombre but important message which we’re proud to be involved in.”
The campaign was awarded in SABRE’s IN2 awards for print & media and persuasive content, and was in the Top 5 Best in Show campaigns at the 2021 SABRE Awards Asia-Pacific.
“We’re immensely proud of the work our creative public relations and digital teams have produced for this campaign, and we are excited to share this third phase with the world.”
“The new stage builds on our previous work with Still Six Lives, and we’re grateful to all organisations in the consortium (Red Nose, SANDS, Stillbirth Foundation Australia, Stillbirth Centre for Research Excellence and Blue Hearts, which Holly and Josh established in memory of Bluey) and the families involved for their trust, allowing us to fulfil our creative vision.”
