Held In Our Hearts: Baby Loss Awareness Week
Baby Loss Awareness Week, from the 9th until the 15th of October 2021, was an opportunity to:
Support bereaved parents and families and to unite with others across the world to commemorate their babies’ lives and lost pregnancies.
Raise awareness about pregnancy and baby loss.
Drive improvements in care and support for anyone affected and in the prevention of pregnancy and baby loss.
Marriott Communications was tasked by Held In Our Hearts to create, manage, and implement content across their various social media channels, whilst aligning this output to a previously defined communications strategy.
This was to ensure that Held In Our Hearts’ participation in Baby Loss Awareness Week was impactful, that key messages were reaching the correct audience, and that Held In Our Hearts’ profile was able to elevate above the noise to become a distinct voice among many.
Insight
For Held In Our Hearts, their participation in Baby Loss Awareness Week began with several creative meetings in order to identify and define the key messages that surrounded the week.
Marriott Communications determined that these key messages should be evocative and emotive, in order to build an emotional connection between the key messages, and Held In Our Hearts’ target audience. Marriott Communications was then tasked with creating content framed by these key messages, and we subsequently tailored an integrative communicative approach in order to share these messages and content across Held In Hearts’ various social media platforms.
Action
A content management schedule was implemented in order to ensure that our integrative communicative approach flowed seamlessly, and that changing business priorities could be adapted to, and incorporated into the schedule and the wider communications strategy.
At Marriott Communications, we were able to use these key messages to successfully engage with external stakeholders, key journalists, media outlets, and Held In Our Hearts’ target audience.
We were quickly able to determine that our key messages developed an emotional connection between Held In Our Hearts and their target audience, and it was through this ability to connect with the audience on such a personal level that we were able to experience incredible levels of reach and engagement across the digital spectrum.
Impact
313 K 47
Total campaign reach Social media posts generated
2,175% 100%
Total increase of brand awareness Of a community supported
“Marriott Communications has transformed our social media communication and planning. Baby Loss Awareness Week is always a busy time and our focus is on the families and being there for them emotionally.
Marriott Communications was keen to make sure all social media content was organised in advance so we could concentrate on our events and bereaved parents, they also organised and collated hundreds of personalised images for families to personally remember their little ones during the week. This meant so much to the families.
The organised yet flexible way of working made this year’s Baby Loss Awareness Week the most successful it’s ever been. We couldn’t have done it without them!”
— Nicola Welsh, CEO, Held In Our Hearts
We’re Making An Impact, and you should too
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