Case Study: Irwin Mitchell delivers a more human-centred maternity care campaign with LoveGunn

Irwin Mitchell launches 30- and 60-second human-centred campaign with LoveGunn

The customer, Irwin Mitchell, a leading UK law firm, faced the challenge of creating an advertising campaign for its medical negligence and birth injury services that moved beyond conventional legal advertising. Their goal was to communicate expertise while establishing a more empathetic and human-centred brand role within the maternity care conversation. The vendor, LoveGunn, developed a brand strategy and creative campaign to meet this need.

LoveGunn's solution was a creative strategy built around the emotionally charged question "What if?". This approach focused on the personal and emotional experience of affected families rather than legal process, bringing audiences into a mother's emotional world. The resulting cinematic adverts and social cut-downs positioned Irwin Mitchell not just as a legal expert, but as a human advocate that helps families find answers and a way forward. The campaign successfully expanded the firm's role in the maternity care conversation, making its advertising more distinctive and recognizably human.

Irwin Mitchell