Helping People Own How They Say Goodbye for Co-op Funeralcare
Talking about what we want for our own funerals is rarely an easy conversation. Research from Co-op Funeralcare shows that 40% of UK adults wish they had asked a loved one more about their life while they had the chance, while a third regret not knowing more personal stories. To help bridge that gap, we’ve developed a guided journal to help people capture life's defining moments, small anecdotes, and personal wishes.
Building on Co-op Funeralcare’s brand platform, ‘1 Brilliant Life’, the campaign turns the promise of personal choice into something practical. The book prompts people to jot down everything from early memories and favourite places to cherished family recipes and song lyrics - giving families a clear guide to plan a send-off that genuinely reflects the individual.
The project was created by VCCP, with design and artwork handled by our global content creation studio Girl&Bear, alongside print production by HH Printing.
A social film created by VCCP Social Club offers a simple walkthrough of the journal's key pages, while a broader consumer PR campaign alongside coach and author Lili Myers encourages families across the country to start opening up about their memories, milestones, and final wishes.
"This campaign is all about helping to showcase that choice is at the heart of every funeral. ‘However you choose to say goodbye, we help you own it’ reflects Co-op Funeralcare’s commitment to ensuring that every funeral wish is fulfilled, whether it’s a more traditional service or a more personalised celebration of life, whilst also providing bereaved families with the support they need."
Ayshea Elliott, Head of Marketing at Co-op
"No-one probably knows that I’d love to have a woodland burial. And if there can be disco balls, wonderful. And a DJ playing my favourite songs, what a way to go. Oh, and dress up please. People find it hard to talk about funeral wishes, so to help them we’ve created a book that prompts them to write it all down so it gets passed on, meaning they get a send off that’s uniquely them and they get to own the way they say goodbye. Pretty special really."
Rachel Morris, Creative Director at VCCP
Co-op Funeralcare is distributing 10,000 free copies of the book nationwide, available for funeral plan clients to pick up from their local branch while stocks last.