Co-Op Funeralcare has partnered with Channel 4 to develop ‘Celebrity Send-Off’, a new social-first branded entertainment series featuring a host of celebrity names.
Kicking off with Happy Mondays and Celebrity Gogglebox stars Shaun Ryder and Bez, the series was created in collaboration with Dentsu-owned media agency Carat UK, creative agency Lucky Generals and production company Interstellar.
The Co-op’s campaign was inspired by the insight that as many as 55% of Brits have not openly discussed funeral plans with their loved ones, with the new series aiming to spark these important conversations.
After launching earlier this week on YouTube, the campaign will be going live across social media channels from 10 July, with three episodes set to air in total.
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“Through this series, we aim to normalise what can often be seen as a taboo topic, using a mix of entertainment to highlight just how much of a difference these conversations can make, as well as inspiring the nation to talk to loved ones about it today,” said Co-op Funeralcare head of client marketing, digital and experience, Mandip Mann.
Two further episodes, featuring Gogglebox’s Marcus Luther and his wife Mica Ven and former Olympian Kriss Akabusi and his daughter Shakira Akabusi, will be released throughout July.
Lucky Generals creative director, Tom Prendergast and Joe Stamp added: “Following the success of the brand campaign last year ‘Talking now helps your loved ones later’, we wanted to continue encouraging the nation to open up about their funeral wishes.
“Leveraging the power of popular culture and tasking celebrities with arranging a loved one’s funeral felt like the perfect way to do this.
“The Co-op series aims to shine a light on the challenges that can arise if you don’t have this conversation, but delivers it in an accessible, heart-warming and even humorous way.”
