Tommy’s reflections on child loss

Created by Special London for leading UK pregnancy and baby charity Tommy’s, this moving campaign delicately approaches the subject of child loss and its lifelong emotional impact.  

At the heart of the initiative is this subtle yet affecting film, directed by Jackie Bao through Biscuit Filmworks, titled Projecting Life. The creative uses the shadows and reflections of children at play, set against everyday landscapes, yet as the camera pans upwards we see there is one reflection without its matching child.  

Inspired by conversations with bereaved adults across the UK, the powerful visuals evoke the profound sense of absence and unrealised potential that people live with after losing a baby.   

Special’s Chief Creative Officer, David Day, said:  “Like a lot of people, I didn’t realise how much pregnancy loss touches so many of us. In fact it’s so prevalent it’s become normalised and those affected are made to feel like it’s just one of those things that happens; which has led to expectant mothers and partners having to deal with such hurt alone.”