Still Six Lives begins campaign to raise awareness of stillbirth

Content Warning: The following article discusses stillbirth and pregnancy loss

For those that need support contact Stillbirth and Newborn Death Support:

The anxious wait for a baby’s heartbeat to be found during an ultrasound has been captured by Still Six Lives for an ad raising awareness of stillbirth.

Still Six Lives aims to lower the number of stillbirths which occur in Australia, by increasing awareness of preventative measures. The Federal Government-backed initiative is being implemented by Red Nose, SANDS, the Stillbirth Foundation and Stillbirth Centre of Research Excellence.

This first campaign video has been released to launch the initial phase of the program which aims raise awareness. It will be followed up in April with a new campaign film that will educate Australians on three proven behaviour tactics that can reduce the risk of stillbirth.

Australia has one of the world’s highest rates of stillbirth, with 2,200 babies lost every year. The rate in Australia has not changed in 20 years.

The campaign is targeted at Australians aged 25-65 of all ethnicities, as six in ten Australians know someone who has experienced a stillbirth.

The campaign seeks to dispel the sense of shame that surrounds stillbirth and pregnancy loss and actively offer support to those which have experienced it.

The third phase of the campaign will focus on real life stories and experiences of Australian families, starting conversation and breaking the stigmatism.

Jackie Mead, Co-CEO of Red Nose, said: “The consortium tasked Icon Agency with producing a strategic campaign as part of a wider national action plan to encourage conversations and reduce stigma relating to stillbirth.

“Still Six Lives is the first campaign of its kind in Australia, and it’s incredibly meaningful to come together with Icon to spread this important message far and wide.

“If we can start to end the silence surrounding stillbirth, more and more people will become aware of the simple steps which can help to minimise the risk. Every family we can support, every stillbirth we can help try to prevent, is our driving goal.”

Icon Agency’s group account director, Hazel Tiernan, added: “Icon prides itself on delivering impactful campaigns. Our primary objective is to change the national mindset and instil that stillbirth is in fact a universal issue relevant to all Australians.

“Our work is in aim of ensuring Australian families who have experienced stillbirth are receiving the support they need, while others are educated and have access to the resources to help prevent the risk of stillbirth.”

Atomic 212 is managing all of the media planning and implementation for the campaign, which will appear on social media, with influencer engagement and PR.


Integration agency – Icon Agency
Creative Strategy, Development and Production
Group Account Director: Hazel Tiernan
Integrated Account Director / Producer: Sam Cairns
Senior Account Manager: Jasmine Gaynor
Planner: Shaye Hare
Creative Director: Ed Bechervaise
Creative Director: Alex Wadelton
Copywriter: Andrew North
Senior Designer: Mark Oriondo
Designer: Nana Derkyi

PR, social media and influencer strategy
Senior Account Director: Fiona Miller-Nwoke

Campaign implementation
Senior Account Manager: Rebecca Peck
Account Executive: Iman Osman

Senior Digital Project Manager: Kim Elliott
Senior Digital Art Director: Matt White
Senior Front End Developer: Craig MacIntyre
Senior Developer: Alex Smith

Production Partner – Commoner
Senior Producer: Raylene O’Hare
DOP: Marcus Cropp
Director: Thomas Hyland
Colourists: Nicholas Hower
Sound Post Production: Production Alley
Casting: Highway Casting

Media Agency – Atomic 212
Planning & Trading Director: Devon Roberts
Planning & Trading Manager: Anna Nguyen
Planning & Trading Assistant: Valentina Griesheimer
Performance Director: Rajiv Panchal
Performance Manager: Marc Walker
Performance Executive: Prue Hunter
Programmatic Lead: Jeremy Ng
Programmatic Executive: Carl Clasio

Still Six Lives Consortium Team
Red Nose CEO: Keren Ludski
Red Nose Co-CEO: Jackie Mead
Stillbirth Foundation CEO: Leigh Brezler
Campaign Manager: Justin Mansfield


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