The ‘Still Six Lives’ campaign by Icon Agency aims to tackle the rate of stillbirth in Australia, joining forces with Red Nose and sands, Stillbirth Foundation and Stillbirth Centre of Research Excellence.
Data shows that almost six in ten, or fifty-seven percent of Australians know someone who has experienced a stillbirth. Around 2, 200 babies are stillborn every year, which is roughly six every day.
While many Australians are aware of stillbirth, there is a lack of understanding about how to reduce the risk of it. For example, less than three in ten were aware that sleeping on your side during pregnancy can reduce the risk of stillbirth.
The campaign hopes to reduce the risk of stillbirth, as well as helping to destigmatise the topic.
Icon is activating the campaign in three bursts until August 2021. The first phase centres around emotive video content featuring expecting parents.
The video will be amplified by PR, social media, and influencer engagement to raise public awareness of stillbirth.
Jackie Mead, Co-CEO of Red Nose said, “Still Six Lives is the first campaign of its kind in Australia, and it’s incredibly meaningful to come together with Icon to spread this important message far and wide.”
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