New Mount Pleasant campaign tackles funeral planning taboos

The Mount Pleasant Group of Cemeteries has launched a new campaign to make funeral planning less of a taboo topic. With “The Art of Saying Goodbye,” the real-life stories of four Canadians are told through a series of short films. Each spot approaches the dreaded task of planning a funeral by focusing on meaningful moments […]

The Mount Pleasant Group of Cemeteries has launched a new campaign to make funeral planning less of a taboo topic.

With “The Art of Saying Goodbye,” the real-life stories of four Canadians are told through a series of short films. Each spot approaches the dreaded task of planning a funeral by focusing on meaningful moments in the characters’ lives instead of the sadness surrounding their deaths. The campaign encourages people to talk to their families about their final wishes and plan for their deaths well ahead of time.

Previously, the Mount Pleasant Group has reached consumers through print ads and targeted direct mail. Dave Carey, client service lead at Union Creative Ltd., the agency behind the campaign, said they wanted to “go a different route” and broaden their reach with this campaign.

Related
CP+B Toronto closes, Union takes its place

“Direct mail pieces aren’t going to cut through the clutter anymore,” said Carey. While some print and transit shelter ads will supplement the short films (which can be viewed now in cinema pre-roll and online), Carey said that the short films carry a touch of emotion because of their true and personal nature. “We wanted to work on how to celebrate life, rather than look at it as a bad thing when you die,” he added.

David Strasser, who wrote the campaign, said they “wanted real people” with compelling stories to be featured in the campaign. More than 100 people showed up to a casting call, and four people with authentic, poignant stories were selected to film three spots.

The spots will continue to run in Toronto-area movie theatres for the month of January, and again in March.

Brands Articles

CMOs want the “brand” back in branded content

At IAB Engage, marketers for Molson, Kraft, Cara Foods talk branded content strategy

Airbnb signs deal to sponsor 2016 Rio Olympic Games

Online community is the Games' first alternative accommodations sponsor

Grey Canada gets a shot at Tequila Herradura

Brown-Forman brand awards digital CRM and below-the-line duties to WPP shop

Metro pairs fashion with food

Grocer partners with fashion magazine Flare on food-focused marketing campaign

Activia kicks off campaign with world record attempt

Yogurt brand positions itself as a "lifestyle partner" through Rogers Media partnership

HBO Canada gives fans a chance to sit on the Iron Throne

Selection of Game of Thrones products available at Toronto pop-up shop

Frank & Oak push pop-up competition in the U.S.

Montreal-based retailer is giving consumers the power to pick temporary locations

How to create an engaging flyer

Expert Patrick Rodmell shares five best practices that apply to all retail sectors

What the Heinz-Kraft merger could mean for Canada

Experts say deal will likely lead to layoffs as the two companies find ways to share costs