Co-op Funeralcare wants people to open up about death

Its latest campaign comes off the back of a Co-op report that found although 66% of people have thought about their funeral wishes, only 7% feel comfortable talking about it. In turn, this makes arranging funerals stressful for their loved ones who don’t know what they would have wanted.

In the new spot, viewers hear from a window cleaner in Manchester who wants “one big party” to a hiker with a hearing disability signing that she wants her poem to be read. The ad cuts between groups of people from around the country talking about what they would like their funeral to be.

“As the UK’s leading funeral provider we’re encouraging the nation to talk about their wishes with their loved ones, making it clear what they would want for themselves when the time comes. We hope this campaign will help viewers start what can often be a daunting conversation with those around them,” said Mandip Mann, head of marketing and client experience at Co-op Funeralcare.

“The campaign created by Lucky Generals is a first of its kind for us, as we’re aiming to remove the stigma surrounding death, encourage open conversations and elevate the importance of funerals reflecting the personal funeral preferences of the deceased.”

Directed by Charlotte Regan at Knucklehead, the short was filmed on location up and down the country in Cardiff, Port Talbot, London, Manchester, and the Lake District.

Danny Hunt, creative director at Lucky Generals, added: “Sadly, anyone who has been through bereavement will know the stress of not knowing a loved one's final wishes adding to what is an already horrible time.

“So working with Co-op Funeralcare, we’re looking to break the stigma and encourage people to have a conversation. Because talking now will help their loved ones later.”

People can expect to see the ad on TV today, as well as in cinema, social, in branches and through digital advertising.