Let’s Talk About Death

LET'S TALK ABOUT DEATH

Beyond is the UK’s only price comparison website for everything after life – whether it’s writing a will, engaging a funeral director or purchasing a funeral plan.

BRIEF

Death has become something of a taboo in the UK, fuelling a closed shop mentality where prices are spiralling and the bereaved are left short changed. Beyond needed to change this.

CHALLENGE

The funeral business is worth over £2 billion a year, yet sensitivity around death has allowed the industry to fly under the radar. We needed to tackle the taboo head on and start a national conversation.

SOLUTION

Working closely with Ian Strang – CEO of Beyond – we produced an award-winning viral campaign that the nation couldn’t ignore.

Results

Transport for London banned the ads, causing a national debate. This led to the prize for Best Viral Campaign at The Drum Awards 2018, and international coverage from the BBC, New York Times, Daily Mail, Metro, Sky, The Sun, and more – reaching millions, free of charge.

No. 3
The campaign trended as the 3rd most popular story on the BBC website within its first week.

1000s
Of new customers enrolled for online will services, in turn raising several hundred thousand pounds for charity through legacy gifting.

23
The number of coffins cast for the photoshoot.

Winner
The Drum Awards 2018 Best Viral Campaign.

"Following the controversy, we were overwhelmed by the support we received from the public and this award gives a further stamp of approval from the advertising industry to our campaign."

— Ian Strang, CEO, Beyond

Beyond campaign ad
Beyond retro campaign ad
Beyond 'Better write your will then' campaign
Beyond campaign ad
PR coverage mock ups