Still Six Lives launches The Stillbirth Promise, third stage of the campaign

Couple sitting on bench

This article was originally published in B&T.

Integrated Melbourne agency Icon has launched The Stillbirth Promise, the third stage of the Still Six Lives campaign. The Stillbirth Promise implores Australians to make a lasting commitment by addressing the high prevalence of stillbirth across the nation and sharing the three key behaviours that can help reduce the risk of it happening to others.

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. The couple lost their precious baby boy, Bluey, to stillbirth and have since worked to ensure other parents do not experience this same 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 – to help show audiences different perspectives behind why making the promise is so important.

Icon Agency Managing Director, Joanne Painter, said its purpose-driven model was a key aspect of Icon’s ethos: “Purposeful campaigns are at the heart of Icon Agency – we love to work with organisations who are making a positive impact in the world.”

“Still Six Lives delivers a sombre but important message which we’re proud to be involved in.”

The campaign won certificates of excellence in SABRE’s IN2 awards for print & media and persuasive content, and finished in the Top 5 Best in Show campaigns at the 2021 SABRE Awards Asia-Pacific.

“We’re immensely proud of the work our creative, PR 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.”

Integration agency – Icon Agency

Creative Strategy, Development and Production
Group Account Director: Hazel Tiernan
Integrated Account Director / Producer: Sam Cairns
Account Manager: Laura Osborne
Planner: Mat Crompton
Creative Director: Andrew North
Art Director: Damian Sloan
Copywriter: Andrew North
Designer: Nana Derkyi

PR, social media and influencer strategy
Group Account Director: Fiona Miller-Nwoke

Campaign implementation
Associate Account Director: Rebecca Peck
Senior Account Executive: Iman Osman
Account Coordinator: Mia Calder

Senior Digital Project Manager: Kim Elliott
Senior Digital User interface designer: Warren Sheehan
Senior Front End Developer: Jess Jeong
Senior Developer: Jamie Brennan

Production Team
Producer: Sam Cairns
Cinematographer: Branco Grabovac
Camera Assist: Nic Leggat
Director: Grace Julia
Sound: Jake Holroyd
Runner and Zoom: Jake Mitchel
Hair and Makeup: Lily Fontana
Editor: Tim Whiting
Photographer: Samuel James

Media Agency – Atomic 212
Planning & Trading Director: Devon Roberts
Planning & Trading Manager: Anna Nguyen
Planning & Trading Assistant: Valentina Griesheimer
Performance Director: Rajiv Panchal
Performance Manager: Marc Walker
Performance Executive: Prue Hunter
Programmatic Lead: Jeremy Ng
Programmatic Executive: Carl Clasio

Still Six Lives Consortium Team
Red Nose CEO: Keren Ludski
Red Nose Co-CEO: Jackie Mead
Stillbirth Foundation Australia CEO: Leigh Brezler
Red Nose Stillbirth Awareness Campaign Manager: Justin Mansfield
Blue Hearts Foundation Founders: Holly & Josh

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