Let’s Bring Them Home: uniting football fans under one goal

Did you see our adverts online and around Wembley for the Women’s FA Cup Final? On the doorstep of one of the world’s most famous stadiums, we had a pitch of our own to share: help us stop the heartbreak of baby loss.

We know how hard it can be for people to talk about their loss. But as something that affects 1 in 4 pregnancies, we created this campaign to help break the silence and raise greater awareness about the devastating impact losing a much-loved baby has. Because no matter who you are, or who you support, everyone deserves to bring their baby home.

Running for one day only on Sunday 14 May, our “Let’s Bring Them Home” campaign coincided with the 2023 Women’s FA Cup Final between Chelsea and Manchester United.

Created by creative marketing agency VMLY&R UK and with support from Mindshare, our adverts appeared at 25 high-profile digital screens around Wembley.

We took one of the most iconic symbols of footballing success – the trophy – and one of football’s most memorable phrases to highlight the significance of being able to bring babies home safely.

Our ambition is to stop the heartbreak of baby loss and make pregnancy and birth safe – for everyone. With a record-breaking crowd of 77,390 football fans in attendance at Wembley for the final, we wanted to draw new eyes to this goal.

Tommy’s Marketing and Communications Manager Becki Sendell says:

“’They're coming home’. Sadly, not every new parent gets to say these words as currently, one in four pregnancies in the UK end in loss. But we're working to change this. Tommy’s ground-breaking research is improving care and making sure everyone has the best possible opportunity to take home a healthy baby.  

“We were delighted to be celebrating with football fans as Manchester United and Chelsea vied to take the trophy home. Whoever you support, we hope you’ll join our team as we work to stop the heartbreak and devastation of baby loss and make pregnancy and birth safe – for everyone.” 

A pink Tommy's ad on a bus shelter digital screen showing baby tippy cup styled like the FA Cup trophy
A row of purple, pink and mint green Tommy's ads showing baby tippy cup styled like the FA Cup trophy