SunLife Breaks Social Taboos on Funeral Planning with ‘Let’s Talk About the F Word’

How do you break social taboos around death to get people talking about the difficult topic of their funeral wishes? SunLife launched its Guaranteed Funeral Plan in a brave campaign designed to grab attention and empower people to take control of their final plans to get the send-off they want. 

The ‘F-word’ campaign spanned out-of-home, experiential, DRTV, radio, door drops, direct mail and press ads in Hull, Torquay and Eastbourne.

In the first few weeks the campaign eclipsed previous product launches with an impressive uplift in enquiries by an average of 59%.

Each year, SunLife produces the UK’s longest-running study into the costs of funerals. The 2018 findings showed that despite the average funeral costing over £4,000, only six percent of people in the UK have a pre-paid funeral plan in place, compared to 70 percent in the Netherlands.

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