The Blue Envelope Campaign

Background

LIDA’s brief was simply to break the silence that surrounds miscarriage, and get people talking about it. Miscarriage affects a huge number of people (1 in 4 pregnancies end in it), yet it’s rarely spoken about openly, which means people suffer in silence. LIDA’s campaign was aimed at anyone who has been affected by miscarriage, whether through personal experience or via someone they know.

Idea

LIDA’s solution was to write a note that explained the problem, and let those affected know that they aren’t alone. It encouraged them to call the Miscarriage Association helpline, join the conversation on Facebook or Twitter, or simply pass the note on. LIDA addressed the notes to ‘anyone’ and left them all around the country. In train stations, on benches, in changing rooms, cafes etc. LIDA decided to address the notes to ‘anyone’, because anyone can be affected by miscarriage. And the notes were distributed at random, reflecting the totally random nature of miscarriage. By using such an unusual medium, the notes were able to reach people where traditional media couldn’t. People were intrigued enough to open the envelopes and read the notes, and the messaging spoke to people directly, in a highly personal way. LIDA encouraged the Miscarriage Associated to also post the note online, allowing people to read it there too. They could then pass it on in social forums, allowing them to easily show their support to friends and family, and sparking conversations around the topic.

Results

The campaign got people talking.

• 82% increase in calls to the Miscarriage Association. 
• 370% increase in people talking about Miscarriage on Facebook, and sharing their stories. 
• 200% increase in followers to the Miscarriage Association Facebook page. 
• The online note was read by 328,639 people on Facebook during the campaign. 
• 775 mentions on Twitter potentially reaching 811,114 people. 
• The story made it onto BBC Breakfast and BBC Radio 5 Live as well as local radio and press. People from all over the country asked to get involved. So we sent them their own notes to distribute.