More than 20% of pregnancies end in miscarriage yet many grieve silently to protect others from social awkwardness. Small business owner, Jess Roberts, challenged HUNTER to spark conversation around this last taboo.

Jess founded Little Santi Designs, a ring collection in tribute to lost babies, after her own miscarriage. Each ring acknowledges a baby’s ‘forever size’, represented by foods often used as growth markers during pregnancy.

Opening conversation in a uniquely ownable way, HUNTER’s #MyLittle...campaign reached close to a million, boosted Instagram followers and most importantly prompted at least 74 to share their stories with the world.

Following her miscarriage, Jess Roberts felt she couldn’t mourn her loss for fear of making others uncomfortable. Losing her child at just seven weeks there was no space in society for the pain she experienced.

In the early stages of pregnancy, when told there was no longer a heartbeat, Jess didn’t know her child’s gender, had not felt any movements or seen distinct ultrasound images. All she knew for sure was the equivalent size her baby grew to be.

Seeking a keepsake with significance, she channeled her heartache into creating a ring inspired by the size of her little one: that of a blueberry.

Thinking she couldn’t be alone in yearning for a tangible symbol honoring baby loss, she began creating beautiful pieces for others commemorating brief but treasured lives.

Little Santi Designs, a collection of rings in heartfelt tribute to lost babies, was established in memory of ‘Santi’, the name Jess planned to call her child. Each ring acknowledges a baby’s ‘forever size’, represented by foods commonly referenced as growth markers during pregnancy.

What started as a personal passion project soon became an outpouring of love, support, and interest from women all over the world when Jess posted about her small business on TikTok.

Which is where HUNTER comes in.

Jess recognized she could make a positive impact but needed help in achieving three clear goals:

1. Highlight Little Santi Designs’ mission to validate the emotions felt by those experiencing miscarriage at any stage of pregnancy.
2. Drive awareness of and engagement with the burgeoning Little Santi Designs brand and support-network.
3. Balance global interest sparked from TikTok, with local awareness in the UK.

HUNTER needed to achieve disproportionate results for Little Santi Designs, a social media start-up with limited funds stretching only to an organic, earned campaign. Luckily, we’re obsessed with creating work that matters – quality and important campaigns which provoke thought and inspire audiences to act and feel something. So that’s what we did.

Despite being shockingly prevalent, HUNTER’s mission-critical audience insights found pregnancy loss continues to be whispered about behind closed doors.

The language of mental health may have enabled society to talk about and process experiences – yet losing a pregnancy (especially in the early stages) remains the last taboo.

Celebrities, social media, and recent government certificates of baby loss, have started to destigmatise miscarriage. Yet understanding the uniquely isolating, silent grief that still pervades pregnancy loss, HUNTER recognised Little Santi Designs could normalise the conversation further.

Our strategic approach was three-fold:

1. Spark a movement to open dialogue around miscarriage. As the catalyst, Jess would share her own story, encouraging others to do the same. Speaking lost little lives into existence in a way that is ownable to Little Santi Designs would drive recognition and bolster the community of support around the brand.
2. Use a calendar hook for timely focus. Build a groundswell of awareness by inserting the story of Jess and Little Santi Designs into conversations during Baby Loss Awareness Week (9th – 15th October 2024). Give back by partnering with Tommy’s, donating 10% of profits to the pregnancy and baby loss charity throughout the week.
3. Build brand advocacy. Position Little Santi Designs to influential voices and mediums as a personal way to honour lost babies, so women feel less alone and always keep a symbol of their child close.

Pregnancy, by definition, is an individual experience. No one can do it for you. But that shouldn’t mean it is a road to be travelled alone. Yet due to the high risk of early loss, we’re encouraged to keep what should be a joyous discovery to ourselves. Cloaked in secrecy from the outset, we’re conditioned to protect others from a socially awkward situation. If the worst should happen, keep it to yourself. Brush it under the carpet. Move on.

Yet losing a potential life is still losing a life. A life as real as one lived – in all it could have been. Grief is a personal process but shouldn’t be something we hide from others. Society gaslights us into believing we can’t mourn pregnancy loss. But by talking about miscarriage, giving language and edges to feelings, and sharing stories, we can help others. Build a community of support for such an isolating experience. And heal through beautiful ways to commemorate our babies and always keep them close.

Little Santi Designs is solely dedicated to honouring baby loss, acknowledging, and cherishing the forever size an unborn baby grew to be. HUNTER creatively placed this ‘forever size’, at the heart of its campaign.

The #MyLittle... movement saw those who suffered a miscarriage share stories using the hashtag followed by the equivalent size their baby grew to be. For Jess it was #MyLittleBlueberry. Those taking part could check the Little Santi Designs website for a list of symbols representing size up to 21 weeks of pregnancy. They could even purchase a ring signifying their own loss if they chose to, and give back to Tommy’s, the charity funding research into miscarriage.

Opening conversation in an inventive, yet uniquely ownable way, the #MyLittle... campaign aimed to validate the emotions felt by those experiencing miscarriage by speaking their loss into existence.

As a popular title read by women in their 30s and 40s, many who are starting and hoping to start families, Grazia was top of our gold-tier media list. Strategically sparking the movement to normalise conversation around miscarriage and timed to appear on the first day of Baby Loss Awareness Week, HUNTER leveraged its earned media skills to secure a first-person feature in Grazia magazine for Jess to share her story, inviting others to do the same.

To do so, HUNTER designed a beautiful, branded story template downloadable from Little Santi Designs’ social pages, where those who suffered a miscarriage could reveal the size their baby grew to be using the hashtag #MyLittle...

To announce the initiative, HUNTER created a series of heartfelt social assets posted by Jess on the brand’s channels explaining how to take part.

The response was phenomenal.

HUNTER achieved all three campaign objectives on a micro-budget with zero paid media spend.

Importantly the #MyLittle... campaign made in-roads into the societal shift that needs to happen, breaking the final taboo of talking about pregnancy loss.

1. Highlight Little Santi Designs’ mission to validate the emotions felt by those experiencing miscarriage at any stage of pregnancy. By speaking lost little lives into existence in a uniquely ownable way, the #MyLittle... campaign opened conversation through shared experience, validating the emotions felt by those losing a child at any stage of pregnancy.
2. Drive awareness of and engagement with the burgeoning Little Santi Designs brand and support-network. The #MyLittle... campaign reached nearly a million (977.5K+ combined social and earned media reach), growing the Little Santi Designs community, adding 800 new Instagram followers. We achieved 5.6% Engagement Rate (industry average is 3%), 144% Reach Rate (industry average 2%), 5,748+ social interactions and 118,521 impressions (vs. industry standard of 6K-30K for an equivalent organic campaign). Most importantly at least 74 people shared their own experiences of loss using the branded #MyLittle...story template, building and benefitting from the brand’s support network.
3. Balance global interest sparked from TikTok, with local awareness in the UK. A total of 77 pieces of UK coverage across earned and social included 3 pieces of earned media in top tier titles like Grazia and The Juggle, smashing KPIs seven- fold. The campaign was even picked up and shared organically by influential voices like clinical psychologist and birth trauma specialist, Dr. Jenna Brough.