Connecting with different audiences across their portfolio of brands, the Let’s Talk About Grief partnership with Co-op Funeralcare features celebrities and experts talking about death, grief and everything that comes with it.
This campaign is currently running across Reach’s print, digital and social platforms and includes a podcast fronted by Daily Mirror columnist Coleen Nolan. The five-part podcast tackles different themes on the topic of grief and features Co-op experts alongside Cruse Bereavement Support specialists.
The campaign aims to highlight Co-op Funeralcare’s aftercare products and services and show they are with clients long after the funeral is over, offering ongoing support as well as ways for families to remember loved ones, to ensure no one has to deal with bereavement alone.
The first episode, features a conversation between Coleen Nolan and her sister, Linda Nolan, about the significance of family support when grieving a sibling. Linda is currently suffering from secondary breast cancer and says her diagnosis is what scares her the most but notes, "I try not to dwell on it. I say I'm living with cancer, not dying from it, but there are times it really hits me."
Future episodes include candid conversations with Gary Hollywood on losing a relative in lockdown, Debbie McGee on losing a spouse and Sunday Times Bestseller Candice Braithwaite who talks about losing a parent at a young age and Jake Quickenden who talks about the impact of losing his father and his brother in quick succession.
Samantha Cope, Creative Editorial Director at Reach commented: “We are proud to be launching this significant podcast series with Co-op Funeralcare. The topic of grief has become more prevalent since the start of the pandemic and this podcast really opens up candid and transparent conversations around the topic which are so often difficult to talk about.
“These discussions are not easy to have and our experts and special guests give honest and personal insights which we hope are useful to our listeners.”
Mandip Mann, Head of Client Marketing and Digital Experience at Co-op Funeralcare added: “We’re committed to supporting families long after the funeral and are always looking at new ways to help people who are grieving for a loved one. We know that many people find it hard to open up about their grief, so the podcast has been created as something that people can listen to, and hopefully relate to so that they feel less alone in what they are going through.”
The podcast series:
- Linda Nolan on: Losing a sibling and how they supported each other. Living with a terminal diagnosis.
- Candice Brathwaite on: Losing a parent when you’re young and how that impacts you. What people can do to support you.
- Jake Quickenden on: Losing a father and a brother in quick succession.
- Gary Hollywood on: Losing a relative in lockdown.
- Debbie McGee on: Losing a spouse and the cycle of grief
The Let’s Talk about Grief podcast is part of the Co-op Funeralcare and Reach’s partnership which aims to showcase the unique services and level of personalisation Co-op offers. Featuring a diverse range of case studies, talent, and advice-led content to drive awareness of Co-op Funeralcare’s aftercare products and services, and grief support, but also showing how Co-op supports and cares for families and communities in a way that’s personal, every step of the way, says Reach.
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