A very fine line separates the greatest joy from the greatest sorrow for young parents. We used this insight to make a highly emotive message by creating a challenging radio campaign, in which you share with parents the full depth of their joy and gratitude over a birth announcement – but then hear a heartbreaking obituary:

Love, joy and wondrous things,

All the sweetness a new baby brings.

Our wonderful little man Steven arrived on the second of September.

His memorial service will be held next Tuesday at North Street Crematorium.