The Adelaide Cemeteries Authority has launched a new brand campaign built around the simple proposition: “How will you be remembered?”, which is deliberately emotive to encourage people to consider their own existence and the lives they lead.
The campaign is supported by a new website (www.aca.sa.gov.au), public events, brand collateral and local advertising, including print, broadcast, outdoor, online and social media advertising.
“Contemplating your own death, or that of someone close to you, can be incredibly confronting, so the fact that many of us choose to react when it happens rather than actively discuss and plan for it is understandable,” said Adelaide Cemeteries Authority chief executive officer Robert Pitt.
“However, openly engaging in discussions around death, dying and the memorialisation of human remains should be a natural part of life. Planning ahead for death ensures that your final wishes will be honoured and family members saved from making difficult decisions at an emotional time,” he said.
“Ultimately, we want this campaign to promote community education around life and death by encouraging people to feel comfortable thinking about their own mortality through honest and open conversations with their peers and loved ones.”
“The brand campaign also serves to encourage people to reflect on what’s truly important in life, and to reinforce the importance of cemeteries as places to remember pre and post death.”
The Adelaide Cemeteries Authority is South Australia’s provider of cemetery, burial and cremation services, and is responsible for the administration and maintenance of West Terrace Cemetery, Enfield Memorial Park, Cheltenham Cemetery and Smithfield Memorial Park.
The Adelaide Cemeteries Authority led the overall design and concept strategy behind the campaign. Showpony Advertising provided support for the creative execution, MEC provided support for the media planning and purchasing, Hughes PR is managing the tactical and brand level PR, while The Digital Embassy is managing web development and digital support for the campaign.