This couple made a funny video about their pregnancy loss. Why people say it’s healing

A popular influencer couple on TikTok turned their devastating pregnancy loss into a funny and cathartic video that's been viewed by millions.

Alexandra Madison and Jon Bouffard, who share 2.3 million TikTok followers, tell TODAY.com that their skit, in which they resign as “DINKS” (“Dual Income No Kids”), was part of their healing after losing their unborn son Leo during the 26th week of pregnancy.

“We had an entire healing process on our own and we didn’t want to come across as insensitive or that we didn’t care, because what we experienced was traumatic, heavy and sad,” Madison tells TODAY.com in an interview. “When we started feeling moments of joy and happiness again, we almost felt guilty ... but there’s no right or wrong way to grieve.”

The July video is captioned, “When your resignation from being DINKS is denied.” The couple storms into the fictional “DINK” offices, where Madison plays a surly receptionist. DINK is the nickname for a demographic of working couples without children.

“Welcome to Dual Income No Kids headquarters. How can I help you?” said Madison.

Madison angrily stretches out her arm, snatching their rejected application, while Bouffard shakes his head in disapproval. The couple leaves in a huff as Bouffard flips off the secretary.

The video, partially captioned, “We don’t handle rejection very well here,” went viral with more than 7.8 million views and thousands of comments:

• “We were denied twice before our application finally went through.”

• “We were denied three times (3rd application denied late stage) before our application was accepted/ The granted application is currently sleeping in his bassinet.”

• “Feel this deeply. Got denied six times but they finally demanded all that DINK money back for an adoption! Undercover savings plan.”

• “I laughed… and then I cried. Thank you for sharing your journey.”

The couple had been nervous about tackling pregnancy loss with humor.

The couple shares funny content about their relationship and most recently their pregnancy, but this was their most personal video.

It was time, says Madison, “to address the elephant in the room.”

Madison and Bouffard learned they were pregnant when Madison took a pregnancy test on camera, posted during the 15th week of pregnancy.

“We’re going to have a little baby!” a stunned Bouffard said in the video. In April, the couple shared they were expecting a boy, who they named Leo. “Almost halfway there until we meet our little man!” Madison captioned their video.

The DINKS video they made after their pregnancy loss was a sequel to another viral video in which they embraced parenthood by resigning as DINKS.

"Ready to cancel? Another one bites dust,” Madison, playing the receptionist, said in that video, asking the couple: “Did you not enjoy the peace and quiet? The disposable income?”

In June, Madison and Bouffard announced that they had lost Leo Grey. Madison tells TODAY.com that her pregnancy was normal until a “concerning” scan after the first trimester, which would reveal placental and cord problems.

Bouffard tells TODAY.com he often felt helpless.

“The hardest thing as a guy is that there’s nothing you can do,” he says. “I have my own pain, but I don’t know exactly what Alex is going through ... to see (it) is the worst thing I’ve ever experienced in my life.”

The couple met with a grief counselor to process their grief. Bouffard says his feelings trickle out at random times, and he's unsure of how much he should share, whereas Madison says her grief was “immediate.”

“There was a moment where I felt resentful that he wasn’t mourning as ‘hard’ as I was,” says Madison. “My therapist pointed out ... would you want or appreciate that?”

The couple is writing and starring in a 2025 fictional short film called “The Shower” about a couple who lost their baby, and making TikTok videos. Madison says she’s feeling drawn to dark humor.

“It’s not that we’re disrespecting the loss of our son — it’s about, ‘How can we survive as a couple and move forward?” she says. “We have our moments but we can have fun and laugh along the way.”

“Humor makes it easier to talk about it,” Bouffard tells TODAY.com, adding, “Grief comes in waves.”

Madison says the “scariest” part of pregnancy is the knowledge that loss, while most common during the first trimester, can happen any time.

“Hearing stories from other couples who walked through this before really helped me feel less alone,” says Madison. “If we can do that for someone else, that’s all that matters.”

This article was originally published on TODAY.com