The Drum Awards for Marketing - Extended Deadline

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Trinity Mirror reveals how it plans to tackle one of society’s last taboos at Do It Day

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By The Drum, Editorial

October 14, 2015 | 3 min read

Plan It Day brought together brands in search of creative solutions for world-changing ideas. Now, as we look ahead to Do It Day, Trinity Mirror unveils how it plans to break the taboo around death with a winning idea that turns death into a moment of affection via a 'social contract'. The challenge solutions are variable and may change on the day.

Speaking about death is one of society’s last taboos. But Trinity Mirror wants its readers to do exactly that. It tasked marketers and creatives on Plan It Day to take the taboo out of death with a campaign to inspire its readers to discuss it among their families so that they’re allowed to grieve once a loved one passes instead of having to cope with the additional stresses of ‘death admin’.

“Every time we talk about death it’s almost like you have to apologise,” Trinity Mirror’s group marketing director Zoe Harris told The Drum. “The campaign has to be able to harness the power of our readers to almost normailise death rather than us using editorial to campaign for a government solution.”

“The [winning idea] has to be something that has a concept behind it and that movement mentality in its own right,” added Harris.

It was one of the more perplexing challenges but each team rose to the occasion on the day, with ideas that spanned a bucket list with user-generated content and a funeral spin on the ‘Don’t Tell the Bride’ TV show mechanic.

The winning idea honed in on the practical, emotional and financial implications of death with a plan to get people to pick someone in their lives to act as a guardian angel.

Dubbed ‘Guardian Angel (a working title)’, the campaign could come to life on Do it Day with editorial cover wraps in Trinity Mirror titles and a Clear Channel outdoor advertising push.

Winning team: Alex Allen, Kitcatt Nohr; Hannah Nachemson, DigitasLBi; Ricardo Lourenco, DigitasLBi; Amy Nield, DigitasLBi; Louise Windo, DigitasLBi

Plan It Day was sponsored by Clear Channel, Bima, Digilant, Millennial Media, Undercurrent, Wunderman and Yoyo. To see how this plan and others like it are put into action join us at Do It Day.

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