Life, Death and Rock 'N' Roll

Co-op Funeralcare tackled the nation's discomfort with discussing death by launching the bold TV series Celebrity Send Off in partnership with Channel 4. This innovative campaign featured celebrities planning each other's funerals, breaking the taboo and sparking essential conversations about funeral wishes. The series, which aired on YouTube and was promoted across YouTube, Meta, and TikTok (a first for Channel 4), showcased genuine funeral services and highlighted the importance of discussing funeral plans with loved ones.

The campaign's success was evident from the start, with extensive PR coverage and over 10 million video views on social media. Channel 4's involvement further amplified the reach, delivering 20 million impressions through linear TV and streaming. The content resonated deeply, increasing social engagement by 1069% and raising brand communication awareness to a record 58%. Most importantly, 63% of viewers felt more comfortable discussing their funeral wishes, and over 70% had an improved opinion of Co-op Funeralcare. This campaign demonstrated the power of engaging, human-centric content in driving meaningful conversations and brand impact.