#Talkabout: Encouraging the nation to talk about death

The Challenge

Many of us feel deeply unprepared and distressed when having to face end of life — Marie Curie wanted to support people, if and when they’re ready, to open up earlier and talk about death and dying.

Our initial remit was creating a social media campaign aimed at encouraging people to have conversations about death, dying, and the end-of-life experience, ultimately changing society’s attitude toward these topics.

The approach

Working with creative agency Saatchi & Saatchi and media-buying agency Opticomm, we supported as strategic consultants mediating between teams, as well as developing all creative for display and social campaigns aligned with the TV ad, including recommendations on ad formats, creative and copy, and innovative tests.

It was vital to be generating brand awareness, coverage and buzz during the campaign period so we developed an influencer-led activation to be handled by the social and PR teams at Marie Curie, focusing on both tapping into existing influencer relationships and recruiting new online advocates.

To generate further engagement we also led a social-first activation to run alongside everything, developing media plans and content for both business-as-usual social media and paid social advertising.