Palliative care and bereavement charity Sue Ryder seeks to create a “cultural shift” in the way society handles death in its latest campaign.
The campaign ‘Back for a Moment’ will be used to springboard a new creative platform for the charity ‘Death Deserves Better’.
The work, devised by creative agency Impero, compromises of two films, directed by the Tubby Brothers.
One spot follows a woman as she moves around her empty flat while she listens to a voice note left by her mother over and over. The other film shows a woman on the sofa crying as she watches a video of her partner playing with their child.
Both films feature a voiceover which said: “Together, we can make sure that no one faces death or grief alone, because, at Sue Ryder, we believe grief deserves better.”
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Sue Ryder head of brand and marketing Victoria Kubie said: “This campaign marks the start of a long-term brand strategy for Sue Ryder to break the taboo of death, and ultimately to help build a society that supports everyone through dying and grief.
“We’re incredibly grateful to our contributors for sharing such intimate stories and allowing us to see them at their most vulnerable. Through this campaign we are working to ensure no one faces death or grief alone. And by sharing real stories, we hope people watching relate to them, get talking about death and grief with their loved ones and feel inspired to support Sue Ryder.”
Additionally, the charity will provide further support for those grieving by providing access to a suite of resources which range from an online community for bereaved people through to online bereavement counselling.
The campaign will run across TV, video-on-demand, radio, and digital, with an ITV partnership starting in this month.
Impero managing director Emily Winterbourne said: “For many, death is a taboo subject but it’s a part of every one of our lives. The pain of grief is amplified by the silence surrounding it. With this campaign, we want to show that Death and Grief Deserves Better—better conversations, better support, and better understanding.
“We’re proud to work with Sue Ryder, a charity that does so much to provide vital care and bereavement support. We want this campaign to inspire change. To nudge society to show up for people in their hardest moments. When you show people in focus groups your idea, and they say “That’s me, I do that. I’ve still got my Dad’s voice, on my landline answering machine” you know you’re onto something powerful.”
