LONDON — Fox & Hare has won a brief from Tommy’s, the national charity that works to reduce the UK’s rates of miscarriage, stillbirth and premature birth, to raise awareness of premature birth.

The agency has created the Together, For Every Premature Baby campaign to mark World Prematurity Day this month. The integrated campaign, which promote’s the charity’s website and its new My Prem Baby app, includes earned social content, print and OOH advertising, and digital media with partners and natal charities.

Fox & Hare conducted research with medical stakeholders and more than 1,000 users of Tommy’s services, and brought together mothers at all different stages of their pregnancy in a photoshoot with photographer Jennifer McCord.

Client director Zahra Anjari said: “Building partnerships with charities like Tommy's that have real human impact is at the core of our business. We are extremely proud to have supported the launch of an empowering campaign encouraging parents and expecting parents to share their experiences of premature birth.”

Around 60,000 babies are born prematurely (before 37 weeks of pregnancy) each year in the UK, and it is the leading cause of death, illness and disability in babies in the UK. Tommy’s work includes funding medical research to discover the causes of baby loss and helping women at every stage of their pregnancy journeys, with the aim of making pregnancy safer and ensuring that excellent maternity care is available for every family.

The charity’s marketing director Lizzie D’Angelo said: “This campaign aims to raise awareness and improve understanding of premature birth, so that parents aren’t learning about it while going through it, creating more stress at an already anxious time. We’re glad to have partnered with a positive impact agency that understands our vision, and shares our values of simple but sensitive communication, so that we can reach and support as many families as possible.”

Fox & Hare was founded as a “purpose-led creative agency” two years ago by marketers Ben Fox and Craig Hares. Its clients include EasyJet holidays, Britvic, The Big Issue, Action for Children and Countryside Properties.