Co-op Funeralcare commissions a new series with Channel 4
The three-part series chronicles the journey of three celebrity duos as they confront the emotional and logistical elements of planning a loved one’s funeral
Co-op Funeralcare has revealed it has partnered up with Channel 4 to create a new “social-first” branded entertainment series – Celebrity Send-Off – in a continuation of its campaign to encourage the nation to start talking about their funeral wishes.
It comes as a recent report commissioned by Co-op Funeralcare found that 45% of people had openly talked about their funeral wishes with loved ones.
The three-part series, developed in collaboration with Dentsu-owned media agency Carat UK, creative agency Lucky Generals and production company Interstellar, chronicles the journey of three celebrity duos as they confront the emotional and logistical elements of planning a loved one’s funeral.
According to Co-op, the series will use a mix of heartfelt sentiment, combined with “a touch of unexpected humour to reflect the multifaceted nature of life and loss”.
The first episode, featuring Happy Mondays and Celebrity Gogglebox’s Shaun Ryder and Bez, has launched across YouTube and will go live on social platforms on Wednesday (10 July).
Two additional episodes with Gogglebox’s Marcus Luther and his wife Mica Ven, and former Olympian Kriss Akabusi and his daughter Shakira Akabusi, will be released throughout July.
Mandip Mann, head of client marketing, digital and experience at Co-op Funeralcare, said: “At Co-op Funeralcare we understand how difficult it can be for people to discuss topics related to death and bereavement, particularly with family and friends. However, talking about things such as your funeral wishes can help give loved one’s peace of mind later, making things that little bit easier during what is an otherwise difficult time.
“That’s why in working collaboratively with our agencies, we’re so pleased to partner with Channel 4 in creating a content series that builds on the success of last year’s campaign and shows the difficulties people can face when organising a loved one’s funeral without first knowing what they wanted.”
She added: “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.”
Rupinder Downie, content solutions leader at Channel 4 Sales, added: “Channel 4 takes pride in partnering with brands like Co-op Funeralcare that are eager to spark meaningful conversations. This social series is an example of our commitment to connecting with audiences on a deeper level through engaging content.”
