2022 Winner

CASE SUMMARY

Families usually wait three months to announce their pregnancy, just in case something happens. But if the worst does happen, they’re forced to suffer through it alone. And social media can be a triggering reminder of their loss, with maternity photos, gender reveal parties, and countdown posts flooding all major outlets. The Sunnybrook Hospital Pregnancy and Infant Loss Network wanted to change the online conversation, and give parents an outlet for their grief.

So the agency made The Unbirth Announcement, a minute long video dedicated to grieving parents, with the goal of creating opportunities to talk about pregnancy loss. Grieving families immediately started sharing their message, normalizing the conversation
around pregnancy loss.

The agency even helped them eliminate online triggers with the Baby Ad Opt-Out Browser Extension. This extension allowed users to update their advertising settings on different social sites and unsubscribe from any parenting-related content they may find painful during their time of healing. The extensions provided step-by-step guides on how to unsubscribe from parent-targeted advertising on the major social media sites such as Facebook, Instagram,
YouTube, and Twitter.

All of their efforts got people talking. With a $0 media budget, there was an increase in conversation by 7200%, with over 61 million impressions. Making something that was too taboo to talk about, the only thing people could talk about.

Credits

Executive Sponsor Jordan Doucette, President, NFA

Creative Domenique Raso, Associate Creative Director/ Copywriter, Anand Iyer, Associate Creative Director/ Art Director

Strategy Zach Klein, VP Strategy Nathan Mohan, Planner

Account Service Josie Daga, EVP General Manager

Digital, Product + Platform Darrin Patey, VP of Creative Technology, Radek Zajkowski, VP, Technology, Victoria Di Valerio, Digital Associate Creative Director, Jonathan Sanford, Developer

Agency Producer Louanne Chan, Producer

Project Management Julia Rajic, VP, Operations, Petra Simpson, Project Director

PR Ray McIroy, VP PR, Erin Banting, Director of PR, Mackenzie Biddie, Senior Account Manager, PR

Production House Stack Films, Gordon Poon, Director, DP, Rebecca Ho, Producer

Editorial School Yumi Suyama, Executive Producer Jon Devries, Editor

Color Colour by Vanity Brock Cruess, Colourist, Nicole Labbe, Producer

VFX Colour by Vanity Brock Cruess, Colourist, Nicole Labbe, Producer

Audio - OSO Grayson Music Chris Cobain, Voice Director, Brian Bernard, Engineer, Rich Hamilton, Music Supervisor, Kelly McCluskey, Producer