Society has a problem with death. We avoid talking about it at all costs, leaving 88% of the bereaved feeling alone. Sue Ryder exists to change that. Our campaign exposed a heartbreaking truth: people who are grieving repeatedly play videos, voice notes, and voice mails to feel close to loved ones again. We captured this raw, deeply human experience in order to force Britain to confront an urgent reality - Death Deserves Better.
Real grief. Real people. No scripts. A nationwide search led to two brave contributors willing to share their loss; to help change how society talks about death. Filmed as observational documentary, the campaign was respectful and authentic, capturing grief as it unfolded.
The result was Sue Ryder’s most successful and engaging campaign, ever. Search increased 20%, Sue Ryder experienced their highest ever email open rate, bereavement community participation surged, brand awareness saw the biggest lift in the category despite having the lowest share of voice, and we even reversed the market decline in charity consideration. Meanwhile, a Loose Women partnership broke records, and most importantly, millions of grieving people finally felt seen. Later, it inspired content with people like Lisa Riley and Lottie Tomlinson.
Press coverage: Campaign, LBB, PR Week, Ads of the World, David Reviews, Muse by Clios, Marketing Beat, Creative Brief, Decision Marketing, Media Shotz, Ads of Brands, Marketing Magazine.
Interview with The Stable.
ECD: Al Mills
Creative Platform: Josh Mansell, Alec Carluen.
Leaflets for GP waiting rooms:
Christmas appeal DM:
