Campaign: Let’s Talk About Death 0

Lets talk about death

So, these adverts are a tad … edgier.

And that’s deliberate.

You see, we’re all going to die. Yet in the UK, few people like to talk about it.

When something is taboo, as with death, it creates an environment where bad actors can operate.

And our fear of engaging on the subject – creating that shared code of silence – allows predators to rip us off.

We pay too much for funerals, funeral plans and wills because we don’t feel able to shop around.

Companies can charge us exorbitant fees because we don’t compare, we don’t negotiate, we don’t feel empowered to take control.

When a loved one dies, we just head down to the very nearest funeral director, who may or may not be a corporation in disguise, who may or may not charge too much, who may or may not provide a good service.

Ask yourself, would you choose a babysitter merely based on proximity?

And still most of us end up with cookie-cutter funerals – the dark cars, the suits, the grim 18th century tolling of the bell, because of our refusal to acknowledge that death is inevitable, to discuss it with friends and family, to plan for it, to shop around and get a good deal.

The most galling aspect of all this is that it’s completely unnecessary…

Dying Matters survey revealed that the majority of the British Public feel “that they…and people they know are comfortable discussing these issues”.

However, and here’s the crux – those same people also feel “that the British public as a whole is still not comfortable discussing dying and death”.

In short, most of us are totally fine discussing mortality, but we’re scared to death of what everyone else might think.

It’s akin to the Victorian treatment of sex. Apparently, no-one ever ‘did it’, but somehow babies kept appearing.

So, we’ve decided to take the first step in opening up the conversation about death.

We’re placing after-life services* into adverts which mimic the way that other products are marketed.

We’re stripping away the emperor’s clothes, the over-reverence assigned to what is after all, an inevitable conclusion, an inescapable purchase.

Using humour.

We’re turning up the volume to ten, in the hope it paves the way for everyone else to at least make it to five.

Planting a flag and saying, “Here’s permission to talk about death.”

Let’s get that conversation started and make the consumer experience better for all of us.

Best, Ian

*”death services” – see we’re not immune either

 

Here are the ads. You’re welcome to use them anywhere, so long as you link to us.

Direct Cremation
Don't get ripped off
Compare funeral plans
Make a free will
Direct Cremation 1920x1280
Compare funeral directors 1920x1280
Compare funeral plans 1920x1280
Make a free will online 1920x1280
Previous ArticleNext Article

Leave a Reply

Your e-mail address will not be published. Required fields are marked *

CMA Report Calls for Price Transparency 0

Many of our regular readers will know by now that the CMA’s interim report landed late last week.

It’s clear from the contents that the government have validated what we’ve all been saying on behalf of families and independent funeral directors for the last few years. Specifically that:

  • The large chains have preyed on bereaved families with excessive price hikes in both funeral director and crematorium fees, as well as failing to provide clarity of ownership.
  • The NAFD has failed consumers, specifically that it has ‘fallen short’ and may have been ‘detrimental to competition’. Particularly that it has taken a position on websites like Beyond that’s ‘ambiguous at best’ and that it risks ‘distorting the market’ by its actions.

We’re delighted that hardworking independent funeral directors who publish their pricing online are going to be rewarded by the CMA, while those who deliberately make their prices difficult to discover are taken to task.

We’ll be doing our part, too. We’ll be supporting all the independent funeral directors signed up to our service so that they can be sure they’re meeting any recommendations from the CMA on comparable price transparency, simply by being on our website. We’ve also got a bundle of free services coming for our partners in the New Year.

If you’re not yet signed up with us, but you’d like to join the thousands of funeral directors on our site who are doing their bit towards price transparency in this industry, why not make an account today? We’d love to have you with us.

There are no monthly fees, and our funeral finance, free wills and estate administration services are there to help you offer the families to help complete, well-rounded support. Simply give us a call on 0800 044 9454 and we’ll get you set up in a matter of minutes, or build your free business profile here.

Beyond ‘Let’s Talk About Death’ Campaign Wins Drum Award 0

Beyond win Drum Out of Home Awards

Season’s greetings!

Celebrations are underway at the Beyond office this week, as we’ve been given an early Christmas present: a prestigious marketing award!

Our summer ‘Let’s Talk About Death’ campaign has won the Drum Creative Out of Home Award in the ‘Viral’ category, with the judges praising our success in driving a conversation about death against the odds.

Let’s talk about death…

Released mid-July, our ‘Let’s Talk About Death’ campaign used a little black humour to break through the silence that surrounds anything death-related. You can check out all of the ads here.

Rejected by TFL, the ‘Let’s Talk About Death’ campaign found new life on social media. The ‘banned’ ads were then quickly picked up by press across the world. We appeared in print, on TV and on the radio, sparking an energetic debate about whether and how we should talk about funeral services.

As we’ve said before, we couldn’t be more delighted with the results of this campaign. We strongly believe that to drive positive change in this industry – whether that be price transparency, or a better approach to after life services overall – we as a society need to be talking about death.

This campaign achieved that. And, as an added bonus, thousands of people have created their will online with us for free, raising several hundred thousand pounds for charity through legacy gifts.

Beyond win Drum Out of Home Award 2018Our CEO, Ian Strang, has this to say:

“When something is taboo, as with death, it creates an environment where bad actors can operate. And our fear of engaging on the subject – creating that shared code of silence – allows predators to rip us off. We pay too much for funerals, funeral plans and wills because we don’t feel able to shop around.

“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.”

Thank you for your support

As gratifying as awards are, the most rewarding outcome from this campaign has been the support we’ve received both from those in the industry and the general public.

We’ve heard from independent funeral directors, who appreciated that only by breaking the silence around funerals could we advocate for those in this industry who offer the best value and service to their customers.

We’ve also heard from non-profits – those who campaign for the same fairness and transparency we aim to provide.

And we’ve heard from bereaved people themselves, who stood up for us and fought for their right to know that services like ours exist. This support has meant the world to us.

In the end, 76% of those who saw our ads agreed that they didn’t deserve to be hidden away: that a conversation about death is a conversation worth having. To all those people, thank you. And let’s keep that conversation going.