Connecting with different audiences across their portfolio of brands, the Let’s Talk About Grief partnership with Co-op Funeralcare features celebrities and experts talk about death, grief and everything those entail
This campaign will run 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 specialists from Cruse Bereavement Support.
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 and ensuring no one has to deal with bereavement alone.
The first episode, features a conversation between Coleen Nolan and her sister Linda 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. However, she 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 and Debbie McGee on losing a spouse, as well as episodes featuring Candice Braithwaite and Jake Quickenden.
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 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. Listen to the first episode here.