ItsHerWay launches campaign to spark policy change on miscarriage leave in UAE

Campaign ME

09-04-2025

Saatchi & Saatchi Middle East and UAE-based women's platform ItsHerWay have launched a new campaign titled The Leave of Absence, addressing a workplace policy gap often overlooked: miscarriage bereavement leave. The campaign aims to normalise conversation around miscarriage grief and push for systemic change by encouraging companies to introduce formal policies for leave following pregnancy loss.
At the centre of the initiative is The Needed Space, a short film created and directed by Tahaab Rais, Chief Strategy Officer at Publicis Groupe MENAT. The wordless film moves through empty nurseries — a crib untouched, folded baby socks, a gently swinging chair — offering a visual metaphor for absence and unspoken grief. The visuals are set against a lullaby version of Sweet Child O' Mine, carefully chosen to evoke emotional resonance without explicit dialogue.
The creative concept was born out of a desire to not only raise awareness, but to provide a direct action route for companies. The film drives viewers to theleaveofabsence.com, where employers can sign a downloadable pledge to adopt miscarriage bereavement leave, and employees can share the template internally.
'Sometimes a lot can be said by not saying a lot,' said Tahaab Rais, Chief Strategy Officer at Publicis Groupe MENAT, who directed the film and spearheaded the initiative. 'A lot of us, including I, as a father, have gone through the unseen trauma of miscarriage. Companies don't treat it as that. This initiative matters in unveiling it as what it is — a death to a loved one — and allowing the space for grief.'
To complement the film, Saatchi & Saatchi and ItsHerWay also developed a series of disguised classifieds, styled as ads for baby items never used — cribs, clothes, toys. Each ad lists the 'asking price' as bereavement leave, redirecting audiences to the pledge site. The visuals were deployed across Facebook Marketplace, blurring the line between marketing and social commentary.
'This campaign strikes a deeply personal chord,' said Armin Jamula, co-founder of ItsHerWay. 'It sheds light on a topic often left unspoken in our region. We are proud to champion this dialogue and encourage actionable change.'
Chief Creative Officer at Saatchi & Saatchi Dubai, Sebastien Boutebel, added: 'These ads speak volumes. They're not just visuals; they're a reflection of real, silent loss. The creative team found a way to respectfully surface the conversation through a layered campaign that connects emotionally and directly.'
As part of the broader effort, ItsHerWay is also organising free support sessions with psychologists for women and men coping with miscarriage grief.
The campaign reflects a growing trend in purpose-driven creativity, where marketing not only sparks awareness but also aims to deliver structural change. As brands and agencies increasingly look for ways to align their output with social impact, The Leave of Absence represents a collaboration between creative ambition and a drive for meaningful progress.