We have played a part in launch the National Grief Awareness Week 2020 campaign – a bold move in helping the UK to open up and share their stories and struggles with grief.

NGAW is aiming to raise awareness of all aspects of grief, but also to bring awareness to the huge breadth of bereavement charities out there, offering tailored advice in the most painful and sensitive of situations. We created the social media and outdoor campaign for 2019 – but 2020, the year of COVID-19, has presented many new and first hand challenges for us all.

The pandemic has been a mass struggle and has shone a light on the true impact of grief and bereavement. Being such a sensitive and present topic, we wanted NGAW 2020 to be a beacon of light, a port in the storm that offers hope when we all need it most.

The big idea for the campaign became about ‘Sharing our stories’. Most people will experience grief at some point in their lives and with this campaign we wanted to remind everyone that there is tremendous value in sharing our personal experiences – especially in a socially distanced year where we feel more isolated than ever. http://nationalgriefawarenessweek.org/

“We know there is a tsunami of grief as a result of the COVID-19 pandemic. The impact of a bereavement, even under normal circumstances, can be devastating and life-long, yet hundreds of thousands of people have been grieving in isolation this year which may have a profound effect on their mental and physical health. National services have been overwhelmed. Through signposting to over 800 bespoke and local support services, The Good Grief Trust provides help and hope to anyone affected by grief under any circumstance, anywhere in the UK”

Linda Magistris – Founder, The Good Grief Trust & National Grief Awareness Week

The hashtag #shareyourstory became our mechanism to encourage people to come together (virtually), share our stories, learn from each other and remind ourselves that we’re not alone.

We used a bright and bold palette, eye-catching illustrations and emotionally raw headlines to create a disruptive and positive campaign, a positive ray of light in a bleak year and a world usually saved for sombre imagery.

Landmarks and buildings across the UK will light up yellow on Tuesday 8th December, offering collective hope at the culmination of National Grief Awareness Week 2020. Leading the positive beacon of light is St Paul’s Cathedral, which will light up its iconic dome at 6pm after hosting a dedicated Evensong Service of Remembrance and Hope, led by The Bishop of London, attended by dignitaries and celebrities including Greg Wise and Emma Thompson.