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The brief? There wasn't one. This was a proactive idea we had after our client made a comment over some coffee's;

"We rarely help men because they feel untitled to the loss. Because they didn't experience it physically
they feel like they don't deserve our help."

 

We went to the one place men have no problem expressing their feelings; Talk Radio. 

 It’s the fastest growing radio station in the UK, its audience is heavily male aged 30-45 and on Fathers Day 2021
day we rebranded it to ‘Talk Miscarriage’ airing our own one

hour show. 

 

The show featured men opening up and sharing their stories for the first time, supporting each other
and starting a national conversation.

Results:

424,000 people listened live, and online conversation volume increased 6210%..
We were featured in The Guardian and Men's Health, we trended on Twitter,  traffic to the miscarriage association
increased 400% and the day after we aired they received more calls on a single day than ever before. 

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