A very fine line separates the greatest joy from the biggest sorrow for young parents. We used this insight to make a highly emotive message for parents and grandparents. We created a challenging TV advert in which you share with parents the full emotion of their joy and thankfulness of a birth announcement – but then hear a heartbreaking obituary. We showed a brand-new nursery, ready to be used; only to find out the cradle is empty.

A woman’s voice speaks over these images:

Twinkle, twinkle, little star,

Our little miracle is what you are...

Yesterday we welcomed our beautiful daughter Amy.

We will be saying goodbye to her next Thursday at the Park Avenue Funeral Home.

VO: Every pregnancy deserves a good outcome. Support scientific research at

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