Still Six Lives
Reducing the risk of stillbirth across Australia
THE CHALLENGE
Every day in Australia, six babies are stillborn. This rate has not changed in 20 years, and while not all stillbirths are preventable, many are, and there are measures that can help reduce the risk.
On top of the deep-rooted culture of silence surrounding stillbirth, social stigma around pregnancy and pregnancy loss prevails.
Changing a national mindset is no mean feat. Speaking to expectant mothers and their partners, friends and families about such a confronting topic, it was imperative we approached the campaign with sensitivity and understanding while delivering the information with authority.
WHAT WE MADE
The stigma around stillbirth means it’s rarely publicly discussed. Learnings are not passed on. Therefore to be successful, we knew the campaign must tap into culture. So by asking parents and families to imagine the unimaginable, we open the conversation and raise awareness.
Still Six Lives was developed to help reduce the risk of stillbirths through education around three proven behaviour tactics.
The primary asset for the campaign launch was a piece of emotive video content featuring expectant parents at an ultrasound scan, anticipating the joy of a new life and the baby they are yet to meet.
The campaign was launched to the Australian media thanks to a sophisticated media relations strategy and working with real life case studies to tell their moving stories.
WHY IT MATTERED
Independent research shows people shared the advice. An 8.2% increase in those who slept on their side, a 5.5% increase in those who quit smoking and a 4.5% increase in those who monitored movements.
We engaged a huge audience, drove behavioural change and saved lives.
The Stillbirth Promise
As part of Still Six Lives, to continue driving momentum and to increase advocacy, we created and launched The Stillbirth Promise.
Led by bereaved parents, Holly and Josh, Australians were urged to make a promise to learn and share the three behaviours which reduce the risk of stillbirth with their family and loved ones.
The launch garnered high-profile support, including from Minister of Health, Greg Hunt.
WHO MADE IT
Dedicated client service team
Creatives and designers
Production
PR
A consortium of clients; Red Nose, SANDS, Stillbirth Foundation Australia, Stillbirth Centre of Research Excellence, Blue Hearts.
To learn more, visit Still Six Lives.
For immediate support, please phone 1300 308 307
