Intro
In the wake of the pandemic, the UK found itself facing a significant bereavement crisis. A staggering 74% of people who had lost a loved one were left feeling incredibly vulnerable, with no access to formal bereavement services or mental health support. The national grief landscape called for immediate attention and intervention.
Our response was to create an intimate, accessible space for discussing grief through the power of podcasting. By bringing together celebrities who had experienced loss with bereavement specialists, we developed a campaign that not only normalised conversations about grief but also highlighted available support services.
The Challenge
The UK Commission on Bereavement's 2022 Report revealed a troubling statistic: nearly three-quarters of bereaved individuals were navigating their grief journey without professional support. The societal taboos surrounding death and bereavement had created barriers to open conversations, leaving many to suffer in silence.
Our challenge was twofold:
- Break down the societal taboos surrounding death and grief
- Increase awareness of available bereavement support services
We needed to find a way to make these difficult conversations accessible, relatable, and supportive while demonstrating genuine empathy and understanding.
Insight
Our key insight stemmed from recognising the intimate nature of podcasts as a medium. In a world forever changed by the pandemic, proactive and profound discussions about bereavement and coping with grief were more important than ever.
Podcasts create intimate connections with listeners. Whether someone is walking their dog or commuting to work, podcasts offer a personal and immersive experience—like having a one-on-one conversation with hosts and guests. This intimacy makes podcasts the perfect medium for discussing sensitive topics like grief, where vulnerability and understanding are paramount.
We identified that this format could provide a safe and nurturing environment for listeners to process their own experiences while feeling less alone in their grief journey.
Strategy
Our strategy focused on leveraging the power of shared experiences and expert guidance:
- Create a dedicated podcast series featuring well-known personalities who had experienced bereavement, making grief more relatable and less isolating
- Complement these personal stories with professional insights from bereavement specialists
- Develop a multi-channel promotional approach to reach people across various touchpoints
- Establish dedicated social channels to foster ongoing community engagement
- Position our client as a compassionate authority in bereavement support, demonstrating their commitment to helping people beyond their immediate service offering
By combining emotional storytelling with practical advice, we aimed to normalise grief conversations while providing tangible support resources.
Execution, Solution and Innovation
We launched "Let's Talk About Grief," an impactful podcast series hosted by Mirror columnist Coleen Nolan, featuring heartfelt conversations with familiar faces who had experienced bereavement.
The podcast created an atmosphere of openness and honesty, giving listeners permission to start their own conversations on grief. UK celebrities, including Linda Nolan, Debbie McGee, Jake Quickenden, Candice Brathwaite, and Gary Hollywood, bravely shared their personal experiences of loss.
To provide valuable insights and support, specialists from bereavement organisations joined the discussions, shedding light on after-care services and support options available to those experiencing grief.
Our innovative approach included:
- Cross-platform promotion: Our promotional efforts spanned across print, digital, and social media platforms, creating maximum visibility
- Dedicated social channels: We established specific channels for the campaign to foster community engagement
- Interactive content: Practical guides and interactive elements complemented the podcast discussions
- Authentic advocacy: Our host and guests took it upon themselves to actively share additional content through their social media accounts, reaching an organic audience of 425,000 through Coleen alone
The impact of our campaign was extraordinary, amassing over 1.98 million content views, with our podcast trending on Apple Podcasts for an entire week. These powerful conversations brought grief out of the shadows and into the spotlight, where meaningful support could begin.
Result and Business Effect
Post-campaign tracking revealed remarkable results that demonstrated the profound impact of our efforts on public perceptions:
- 83% of our audience agreed that the campaign taught them something new about bereavement support
- 93% agreed that the campaign effectively showcased the range of services available to help during the grieving process
- We witnessed a significant increase in people agreeing that bereavement support services are available during difficult times
Beyond changing perceptions, we drove meaningful actions:
- 59% of those surveyed took action after exposure to our campaign
- 79% of our audience indicated increased likelihood to seek bereavement advice or support when needed
- 81% of people reported a better impression of funeral care services after engaging with our campaign
Most importantly, we received powerful testimonials from listeners:
"It's wonderful to find a podcast where folks are speaking so candidly about grief! I lost grandparents that raised me when I was 21. There are more people than you realise who lost people far too early. I love Candice's point about being prepared." – Chris
UK celebrities, including Linda Nolan, Debbie McGee, Jake Quickenden, Candice Brathwaite, and Gary Hollywood, bravely shared their personal experiences of loss. – Tracy
By creating a safe space for grief conversations, we not only achieved business objectives but made a meaningful difference in people's lives – the true measure of transformative work.
