JWT and MindShare aid Tommy's relaunch

J. Walter Thompson will unveil a new multimedia campaign for

Tommy's, the miscarriage, premature and stillbirth charity, on Boxing

Day to coincide with its relaunch as The Baby Charity.

MindShare has arranged substantial media support for the campaign,

including television, cinema, radio, press and outdoor, which has been

donated by various media owners.

Founded in 1992, Tommy's funds research and centres for fetal health

research in London and Manchester.

Creative work will use well-known images from children's literature in

an out-of-context way to dramatise the impact that problem births have

on families.

An animated spot, which is written and art directed by Meg Rosoff and

Christine Jones, opens with a young zebra telling the story of how his

mother was expecting a baby and went to hospital. But when she returned

she was on her own and now sits in a chair all day looking sad. The

commercial ends with the line: "I wish her baby hadn't died."

The print executions continue the baby zebra theme with an ad that asks

people to donate money to the charity by informing them that 50p will

keep a premature baby alive for 1.8 seconds.

Another print ad references the popular Mr Men children's books, but

introduces the character Little Miss Tiny who is born prematurely .

Clare Calow, an account director at JWT, commented: "Stillbirth and

miscarriage cause great emotional pain. It was our job to create a

powerful fundraising vehicle that would also respect the emotions of the


Jane Brewin, the chief executive of Tommy's, added: "So many charities

compete for so few funds. JWT and MindShare have offered us the

priceless opportunity to be heard."

Jasper Shelbourne, the executive creative director at JWT, said the ads

showed "a fresh approach to an emotive subject matter".