Co-op Funeralcare partners with Reach on ad campaign to help bereaved

Co-op Funeralcare has linked-up with Daily Mirror owner Reach for a new campaign aimed at helping the bereaved during the COVID19 lockdown.

Recent lockdown measures have impacted people’s ability to give their loved ones the send-off they would like.

Co-op Funeralcare shift

As a result, the Co-op’s communications focus has shifted away from a promotionally led approach to demonstrate how it is providing care and support to those in need.

Co-op has been advising funeral directors, the government and local authorities; and has implemented new ways of helping the public to say their goodbyes.

The latest campaign “In Loving Memory”, was designed to provide much-needed support, clarity and guidance for clients and local communities.

Dentsu Aegis Network agencies, The Story Lab and Carat have facilitated and will manage a 12-week print partnership with Reach.

The campaign which launches today (15 May), will run across 125 national, regional and local press titles from Reach’s network.

Guidance and support

It will deliver weekly guidance and support to readers; and celebrate and commemorate the lives of loved ones with a fortnightly DPS tribute feature across local news titles. This will allow 126 families across the UK the opportunity to pay tribute to their loved ones.

Nick Mortimer, Head of Marketing and Digital, Co-op Funeralcare; “At Co-op Funeralcare, our thoughts are with all of those who have sadly been impacted by the loss of a loved one.

“We feel proud and honoured to be supporting families and communities through this incredibly sad and difficult time.

“Co-op Funeralcare has been privileged to play a leading role in the national COVID-19 response; working closely with other Funeral Directors, the Government and local authorities.

“Our partnership with Reach allows us to make people across the country aware of the work we’re doing and offers helpful guidance on how to navigate the complexities of Funeralcare during these uncertain times.

“It also provides our clients with a medium to say their best goodbye through highly personalised obituaries in their local newspaper.”

Challenging time

Rob Honeywood, Agency Managing Partner, The Story Lab; “It’s a privilege to lead a collaboration that has the potential to offer so much genuine support to people in need at a very challenging time.”

Liz Chapman, Group Business Director, Carat; “We are humbled by the continual work Co-op have been doing to help communities; and we at Dentsu Aegis are proud that our relationships with media partners can help aid this work.

“This partnership is an example of great collaboration between Co-op Funeralcare, Dentsu Aegis and Reach that helps those at need. Providing advice and support to those that can’t say goodbye to their loved ones.”

Jo Bacon, Director of Invention and CMO, Reach, said: “Co-op provide such an essential service to so many families. We’re glad we were able to partner with them to help people around the country know where they can turn to in such a difficult time.”

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