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2 Degrees - Sids and Kids NSW

Promotions + Competitions | Not For Profit


SIDS and Kids NSW is a not-for-profit organisation which provides support to families who experience the death of their baby or child during pregnancy, birth, infancy and childhood, through the provision of bereavement support, education, advocacy and the promotion of research.


SIDS and Kids were running a campaign leading up to and during the month of October to coincide with International Pregnancy and Infant Loss Month (IPIL). The focus day for the month is the International Wave of Light: On October 15th, people from around the world are invited to light a candle at 7 pm in their respective time zones, creating a vigil in memory of babies and children who have died.

To further create awareness for the campaign and mobilise more supporters, SIDS and Kids contacted TWMG to set up an interactive website exclusively for the International Wave of Light initiative. The site will serve as a virtual version of the worldwide vigil. People from anywhere in the globe can purchase a virtual candle, post a meaningful note and view all other candles online. The website will act as a fund-raising tool: the target is to raise $500,000 to fund the organisation's bereavement support services, library resources, Internet support forums, one to one counselling, support groups, newsletters and their 24-hour bereavement support line.


TWMG created a mini-website called 2 Degrees (www.2degrees.com.au) to host the fund-raising campaign for Sids and KIDS as well as offer as well as a platform for effective information dissemination.

We created a Light a Candle section (www.2degrees.com.au/choose-a-candle.aspx), where supporters can click on an image of an unlit candle to begin the process of lighting their candle after making a donation of $10 for each candle (donation higher than the set amount can also be made). The interactive page also allows each contributor to name their candle, leave a short message and select a unique code so they can return to the site and find their candle using the search function.


The simplicity and solemnity of the design conceptualised for the mini-site gave the campaign additional emotional depth and resonance, elevating the cause from a community initiative to an advocacy that concerns families all around the world.

TWMG kept the pages stark and minimalist, allowing the message of the campaign to shine through and helping site visitors to focus on the core of the issue. The site's ease of use and navigation made it even much easier for people to participate, compel them to take action and make a contribution that makes a positive difference.

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