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COPE
Many parents live with hidden stories of trauma, grief, sadness and loneliness at each stage of the journey to parenthood. We set out to uncover these hidden truths to better prepare hopeful, expectant and new parents emotional and mental wellbeing.
Each story is shared in their own words making them very raw, personal and, at times, confronting.
#thetruth was launched as an integrated campaign including video, radio, digital, social, website and posters.
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