WHAT IF WE DITCHED THE DEATH TABOO?
Royal London recognised that people are still uncomfortable talking about death, meaning they often fail to financially prepare for the inevitable. Mid-pandemic there was much more talk about death than ever, Royal London came to us to capture this cultural zeitgeist and open up the conversation.
Current discussions around death are often impersonal; reduced down to abstract statistics, numbers, and figures. We challenged this narrative by bringing these numbers to life and sharing genuine, human stories of loss.
We launched a digital exhibition that aimed to bring together the departed and those left behind. Titled ‘Lost for Words’ the exhibition featured celebrities – including Konnie Huq, and Jeff Brazier – photographed by Rankin against a projected image of their lost loved ones.
Leveraging our editorial and publishing experience, Royal London also commissioned us to publish ‘How to Die Well’, a book of cultural conversations, inclusive insights, and practical resources for anyone dealing with death.
Within the first days of launching, the online exhibition received over 34,000 visitors, and went on to receive over 111,000 shares on social media.
- 488 pieces of coverage for the campaign were placed.
- 313% more than KPIs.
- 13.7m estimated coverage views.