Tommy's "Together for change" by Tommy's and Mindshare

Tommy's, which funds research into baby loss, is aiming to challenge the cultural silence around the issue, which continues despite one in every four pregnancies ending in loss, with half of those going unexplained.

Research by the charity found that the lack of visibility for baby loss was compounded by the presence of the "perfect pregnancy" online, with 66% of those who lose a baby feeling bombarded by pregnancy-related news online, and 80% experiencing jealousy towards pregnant friends.

The campaign, running on Facebook and Instagram, follows the journey of an expectant mother through texts, tweets and status updates as excitement turns to grief when her pregnancy ends in loss.

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