Southern Co-op

Awareness campaign

Celebrating a life.

With over 50 established branches, The Co-operative Funeralcare from Southern Co-op is the foremost end of life service provider across the south of England.

Earlier this year, we were given the brief to elevate awareness of their funeral plans. These popular pre-paid products deliver reassurance and peace of mind, and being inflation proof, they protect against ever rising funeral costs too.

They specifically wanted to highlight the fact that through a pre-paid plan you can tailor your own funeral to your specific wishes by planning your send-off yourself. That deflects much of the decision-making burden off of the family at a time of grief as all the big decisions around the ceremony have been made in advance.

So, the hook in the brief was why not create an individual tribute to celebrate an individual life? In response, our big idea seemed obvious, but simple: ‘It’s your funeral’.

If you want a massive firework display, have it. If you want a parade of bikers, have them. If you want everyone to attend in fancy dress, have it. At the end of the day, and within reason, you can choose whatever you want. After all, it’s your funeral.

Working with Southern Co-op’s brand guidelines, simple graphics supported engaging headlines to create a series of scenarios conveying some of the unique and quirky ways you can choose to be sent off into the afterlife.

To date, channels in use include in-branch point of sale, hyper-local press and radio. To widen reach, a localised door drop was used in some stretches of the south coast too, targeting a 40-70 year old ABC1 audience. Online, simple awareness posts were integrated into Southern Co-op’s regular social media activity.