This tool from sunnybrook helps grieving parents to block triggering baby ads. pregnancyandinfantlossawarenessday
We’ve all searched a product online only to be targeted by similar ads for weeks to come, and while seeing the hair dryer you recently googled is annoying and creepy, it’s easy to gloss over. But if you’ve, you know just how heartbreaking it can be when ads for cribs and onesies follow you around the internet for months after your loss. This is something that an important new initiative out of Toronto’s Sunnybrook Hospital is hoping to change.
Many expectant parents start researching and planning for their new arrival as soon as they find out they’re pregnant, with ad networks collecting data from each search in order to send ads of similar products for up to 540 days . This means baby ads can follow you for more than a year after a loss, which is not only extremely triggering but can also prolong the grieving process.
And while the #UnsilenceTheConversation initiative hopes to shield bereaved parents from insensitive ads, it also hopes to make the subject of pregnancy loss less taboo. After all, 1 in 4 pregnancies end in loss, but the fact that so few people talk about it makes it harder for those struggling to cope and grieve. According to PAIL program manager Michelle LaFontaine, the campaign is “a way to invite people into the conversation about pregnancy and infant loss.
By normalizing this conversation, Ricard hopes that parents will be able to gain support earlier in their pregnancy and become more aware of the possibility of a loss. People tend to wait until their second trimester to share that they’re pregnant for fear of losing the baby and having to explain this to everyone they told. “It’s kind of become a new trend to hold off on your pregnancy announcement, which is super sad!” she says.
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