Little Spirits Garden
Little Spirits Garden is a special garden created for families to grieve the loss of a pregnancy or infant. The only one its kind in Canada, the garden is located in Royal Oak Burial Park (ROBP) in Saanich and offers a number of unique ways to memorialize the loss of a little one.
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The Saanich Legacy Foundation reached out to me in 2012 to ask for assistance in fundraising to create the garden. Together with staff at ROBP, I planned public awareness campaigns, developed/implemented media strategy, organized fundraising initiatives and applied for grants. As spokesperson for the project I presented the story of Little Spirits Garden to local media and local governments to raise awareness and request funding. I also presented to staff at Victoria General Hospital to help them understand how best to support families enduring pregnancy or infant loss.
Awareness campaigns
Before raising funds for Little Spirits Garden, I determined we needed to raise awareness about the prevalence of pregnancy and infant loss. We launched "1 in 4" to bring light to the fact that 1 in 4 pregnancies end in loss.
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The topic of pregnancy and infant loss is shrouded in secrecy and shame. To reduce the stigma, I shared my story and encouraged families to share theirs. The campaign was entitled "Face It" and was an effort to open dialogue on the topic. This campaign saw an outpouring of participation and put Little Spirits Garden in the mind of the public. These campaigns encouraged donations and led to "A Walk to Remember" - a fundraising and remembrance walk at Royal Oak Burial Park.
Click on each image below and follow the links to read the stories of these brave families.
Media
Our awareness and fundraising efforts included an essential component - media strategy. I developed a narrative that outlined the prevalence of pregnancy and infant loss, key messages about the goals of the garden, and families willing to tell their story publicly. I pitched the package of information to local media and was fortunate to receive significant support.
Click on the images and links below to read/watch some of the media.
