Tell Me Why Campaign


“Was it my fault?”

1 in 4 pregnancies end in loss or premature birth – and most parents never find out the real reason.

Tommy’s are dedicated to finding out…WHY?

The charity currently funds 5 research centres looking at the causes and prevention of pregnancy complications and baby loss, as well as also running specialist clinics caring for high-risk women.

Morever spearheaded Tommy’s multifaceted ‘Tell me Why’ campaign, delivering a poignant hero film, a set of three informative animations, and compelling social media assets that included TrueViews, Bumpers, Carousels, and text banners.

At the heart of our campaign message were the burning ‘WHYs’ of parents who had lost a baby and were desperately searching for a reason to explain their pregnancy loss.

“Abi and her team were 100% committed from the start of the campaign. They worked very closely with our user group, really getting under the skin of the issue. The end product was a beautiful and moving film for the campaign. The project-management was excellent.”

Deirdre De Barra,
Head of Information, Tommy’s

Focus Groups

We decided that the key to making a film that would resonate with our audience would be to ensure that the WHYs we captured were truly authentic.

Our client partner Abi Mellor ran two candid focus groups facilitated by Tommy’s, where parents were given a safe space to reveal their personal WHYs for experiencing baby loss.

This contributor-led approach enabled parents to have a voice in the film from the off.


Actress, novelist and presenter Giovanna Fletcher, who has spoken candidly about her own experience with miscarriage, kindly agreed to head our campaign film as the striking first vignette.

We hired out a spacious AirBnB in central Brighton and used the location as a home-from-home – a communal space that our contributors and their families could stay and rest in between filming their vignettes.

Our small friendly crew were conscientious and flexible, managing the needs of contributors with the requests of Tommy’s representatives and creative direction.

Using beautifully filmed vignettes, our Hero Film gave a voice to the reasons that parents may think in private moments, during a painful loss. In the absence of a real reason, research gives us answers.

Campaign Distribution

Our partnership with fellow Brighton-based media agency ensured our assets were distributed widely and effectively across social channels.

“It has been a pleasure partnering with Morever on this campaign, helping raise awareness of the great work of Tommy’s. The #TellMeWhy campaign message has been seen nearly 2 million times across search and social channels and Morever’s video viewed more than 33,000 times on YouTube alone.”

Mark Raymond,
Founder, Anything is Possible

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