Our Work

Elephant In The Room

Co-op Funeralcare

27 national hits

The Challenge

Following preliminary research that revealed 32 million Brits feel that talking about topics such as death, bereavement and funerals is the ‘elephant in the room’, we were challenged by Co-op Funeralcare to get the nation to open up to uncomfortable conversations with their loved ones.

The Idea

We needed to get people talking about the elephant in the room. So, what better way than to quite literally bring the idea to life?

With Tower Bridge as the eye-catching backdrop, we surprised Londoners with an 11ft elephant on the banks of the Thames. Unmissable for passersby, the attention-grabbing installation was designed to prompt conversations about death and funerals with their loved ones.

We partnered with the campaigner and widow of The Wanted’s Tom Parker, Kelsey Parker, to launch the installation alongside Co-op Funeralcare’s Biggest Ever Survey, which aims to create the biggest piece of public research into Britain’s attitudes towards death.

The Results

The campaign soon got people talking about the elephant in the room and delivered:

  • 56 pieces of print or online coverage, including 27 national hits from the likes of the Metro, Mail+, and Evening Standard
  • a 3% increase in media share of voice for Co-op Funeralcare during the campaign period
  • widespread public engagement, including mentions by Carolyn Harris MP, creator of the government’s Children’s Funeral Fund scheme.

56pieces of coverage