The Compassionate Pad.
The Compassionate Pad.
The world’s first pregnancy loss product, from women to women.
Creative Strategist:
Laia Abellán Ponce de León, Josefine Billström, Shahnaz Ahmed, Parul Arora, Lucy Devin
Production Partner: Orchid Creation
1 in 4
Pregnancies
end in loss
1 in 4 pregnancies end in loss. Women who share miscarriage experiences are an unexpectedly large yet silent community. Despite the personal toll involved, many miscarriages are managed in relative isolation, especially for India, a country with very high prevalence of pregnancy loss. These women are invisibilized by taboos & disenfranchised grief.
As a group of female creatives, we decide to do something about it. Together with The Woman’s Company, we brought The Compassionate Pad, the world’s first pregnancy loss product to life, in the hope of being the support to women in need along the journey.
The campaign started with a series of awareness videos, followed by community voices who share similar experiences. We want the women in need know “You are not alone.”
Last but not the least, we created a safe, fact-checked bot called “Tender” available on Messenger & WhatsApp with fact-checked information and support for a panel of experts, community leaders, partners and those who want to help.
HONORABLE MENTIONS The Compassionate Pad: “You are Not Alone” Campaign.
— Fast Company
