Bereavement charity Sue Ryder launched its 2022 winter fundraising appeal over the weekend with a campaign developed by strategic and creative agency GOOD.
‘The Empty Chair’ aims to highlight the increased grief that the bereaved feel at Christmas-time, a period heavily associated with family and togetherness.
The campaign’s primary goal will be to drive donations to the charity, which estimates that around 70% of those grieving in the UK are not receiving the proper support and counselling.
An array of emotionally-charged assets has been produced for the appeal, centred around three powerful press ads depicting an ’empty chair’ and the story behind it.
“The empty chair is a poignant symbol of grief, but it is also a powerful truth that reflects the very real experience of thousands of people this Christmas,” GOOD executive creative director, Bryn Attewell said.
“It was also a rare privilege to be able to create full-page, story-led press ads as part of the campaign, allowing us to explore the complex feelings associated with grief in a very human and emotional way.”
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Running throughout national papers in the run-up to Christmas, the creative will also be pushed out across Facebook and Instagram, with a supporting execution via direct mail.
The nationwide campaign follows a physical ’empty chair’ activation run by the charity in Leeds last month, which saw a table surrounded by 14 empty chairs placed in the city’s Victoria shopping centre.
Sue Ryder deputy director of marketing, communications and digital services, Angela Cummings added: “The Empty Chair concept has resonated with our audience, especially those who have an experience of bereavement.
“This concept is particularly poignant around the festive period, especially after several years of disruption due to the coronavirus pandemic, which has left many people grieving without the support they need. We hope that this campaign drives both awareness and donations for our online bereavement support services.”
