Sue Ryder has launched its first TV advert as the next stage in its national Grief Kind campaign, with the aim of helping people offer better grief support throughout the UK.
The campaign – which has engaged over 200,000 people since launch – has been created in partnership with purpose-driven strategic and creative agency GOOD, providing vital and invaluable tools and advice to the nation.
Recent research from the bereavement and palliative care support charity found that 70% of people were unable to access the support they needed. The advert has been created and launched with the aim of starting a wider conversation and encouraging people to support those around them who have experienced a bereavement.
With a voice-over by critically-acclaimed actor Richard E Grant, the advert raises awareness of the different ways that people grieve and the many different ways that friends and family can support their loved ones so that no one struggles alone.
The advert is directed by award-winning director Joanna Bailey and was produced by Snapper Films in partnership with Media Lab.
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The Grief Kind campaign strategy is based on audience insight which found that people want to better support friends and family who are grieving.
Sue Ryder’s research found that four out of five bereaved people felt that those around them didn’t know what to do or say. The campaign offers practical help to address this, directing people to the Sue Ryder website where they can use the resources available – from alternative sympathy cards to blogs, podcasts and online classes.
“No two people experience grief in the same way,” said GOOD Agency’s executive creative director Bryn Attewell.
“Working with Sue Ryder on the new Grief Kind campaign has given us the opportunity to highlight this in a powerful and emotional way. Showing that despite the roller coaster of emotions that people often experience, the kindness and support found through Grief Kind ensures that no one has to cope with grief alone.”
Sue Ryder’s senior marketing manager Susie Darcy added: “Everyone’s experience of grief is unique, but you don’t have to be a trained counsellor to support someone who has experienced a bereavement.
“Our Grief Kind campaign aims to help people meet grief with warmth and acceptance, rather than fear of saying or doing the wrong thing.”
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