Bereavement charity Sue Ryder has launched a TV campaign aimed at encouraging more people to seek support when dealing with grief.
Led by a powerful 30-second spot, the creative looks to break down societal taboos and the reticence that some people may feel when opening up about their grief.
Initially running across Channel 4 and ITV, the spot will be supported by two 30-second radio ads alongside social media and podcast executions.
Developed by purpose-led creative agency GOOD, the campaign was launched following research by the charity which revealed that seven in 10 people suffering from grief don’t receive the support they need. The voice-over is inspired by an unscripted, authentic conversation between Julie, a woman dealing with grief, and the GOOD team.
“Grief is an incredibly powerful and emotive subject. It will impact every one of us at some point in our lives. To be able to capture Julie’s raw and very personal experiences was an immense privilege,” said GOOD executive creative director, Bryn Attewell.
“I really hope that by hearing Julie’s story, in her own words, the film will help others find the support they need from friends, family and of course, Sue Ryder’s expert services.”
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This work marks the latest instalment in Sue Ryder’s ongoing ‘Grief Kind’ campaign that has engaged with over 250,000 people since it was launched, providing vital support and tools to those suffering bereavement.
Director of marketing and communications at the bereavement charity, Angela Cummings 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.
Cummings said she was “delighted” to be sharing the TV advert in the hope that it resonates with people and encourages them find out more about available bereavement support.
