Embrace - Campaign on Pregnancy Loss and Postnatal Depression
Pregnancy loss is a deeply personal and often silent grief. Yet it's an experience that touches many lives.
“Miscarriage needs to be spoken about so much more openly instead of this secret grief that women feel they have to carry with them and keep to themselves. It shouldn’t be kept secret because you should be able to feel your grief and process it in any way you need to. I feel like if there was more support for women going through miscarriage in the same way there is for people who lose living loved ones, then women may feel less isolated.” —- Riva, 2025
Project Brief: Jean Hailes is asking for entries of individual prevention and awareness campaigns for major areas of concern for women’s health. This requires an identity for the campaign, which includes a name and logo, and then a series of images to be used alongside this identity. I chose the topic of raising awareness for mental and emotional health related to pregnancy and child birth, with a particular focus on pregnancy loss and postnatal depression.
This campaign highlights the importance of breaking the silence—for both those experiencing the loss and the people around them. By talking about it, sharing information, and showing support, we can help reduce feelings of isolation and create positive, healing connections. It is about the attitude and the way to approach the situation, and to be there for them, like any other grief and challenges in life.
Ultimately, the campaign seeks to challenge stigma, raise awareness, foster empathy and empowerment. It encourages the sharing of information and support, helping communities become more informed and connected around this sensitive topic.
Campaign Poster 01
This image is about acknowledging the grief of pregnancy loss, and what is going on in someone’s life might not always be as visible to others, especially for people that are going through a challenging event like that.
It portrays two women on two sides of the scale, the weight of the woman that is not visibly pregnant looks more distressed and weighs more on the scale than the pregnant woman. It represents the weight of such scenarios can bring to an individual, mentally, physically and more, and may not always be visible from the outside.
Campaign Poster 02
The poster here highlights postnatal depression, a topic that is not commonly discussed and can be dismissed as ‘just baby blues’.
It features a familiar everyday item for parents with toddlers - a milk bottle, except the mother holding the baby is trapped inside the bottle, sitting in a pool of blue liquid. It is all very overwhelming, while the mother is still holding the baby and wanting to take care of them, but it is also clear there is a struggle and disconnection, and the mother also needs care and support too, not just the child.
Campaign Poster 03
This image presents an everyday setup of a bathroom mirror, with a women looking into the mirror full of written sentences. It has some common phrases and sentiment a women might receives from others after going through such an event, that can often be unnecessary, hurtful, dismissive, and not helpful. These sentences are from the real examples I’ve gathered from forum discussions and experiences of people I know.
The text at the bottom and in the mirror, with the women in a familiar everyday setting intend to invite the audience to rethink about the issue more, and consider the impact these words can have on them.
It is common for the receiver of these comments to not speak up even if they feel discomfort or hurt, for various different reasons. It can adds more to the isolating and challenging experience.
Mock Ups
Mocks up of the images in public spaces such as the bus stops or public bathrooms, and on social media.
Logo Style Guide
Design Process
Further ideas for this campaign:
The images are there to shed awareness on this topic, but here are some ideas for further implementation and making it more impactful:
Display relevant educational and supportive info in the social media caption, and on a separate webpage that viewer can access via a QR code on the poster to find out more.
There were user feedback saying this is not a topic many are familiar with or know how to dealt with. For example, for poster 3, while they know the things on the mirror are not ideal to say, they also sometimes have trouble knowing what is the best way to support someone they know that is going through this. The webpage could provide further information to discuss how to best support them.
For the individuals that are affected by this personally, it can link to helplines and online or local support groups.