Agencies across Omnicom Media Group UK, including content agency DRUM, have united behind the launch of The National Bereavement Partnership to drive awareness of this newly formed charity.

The charity’s founder, Michaela Willis MBE, reignited the National Bereavement Partnership (previously established to help bereaved families following the deaths of their children) having been ‘bombarded’ with calls since the start of the coronavirus pandemic.  The charity’s service is aimed at all healthcare professionals struggling with the stress of witnessing the mounting Coronavirus death toll as well as members of the public suffering from grief or anxiety and offers support that’s dedicated to managing the emotional impact of the pandemic.

DRUM has developed the charity’s brand identity and positioning ‘Facing Grief Together’ and has launched an integrated brand campaign across Social, TV, Print, Radio & DOOH designed to connect with, and raise awareness of the helpline, amongst NHS staff, key workers and those affected by COVID-19 directly or indirectly and in need of advice, help and support.

Developed and produced in-house under the constraints of lockdown on the production process, DRUM worked to develop creative that reflects the reality for those affected by, and dealing with grief, as a result of COVID-19, working with stock imagery, a simple text treatment and a VO from actor and presenter Alexander Armstrong, to communicate the role that the charity can play in supporting those that need help.

NABS CEO Diana Tickell says, “At a time when the NABS Advice Line has seen a 52% increase in calls, we applaud Omnicom Media Group UK, Sam Phillips and the team at the National Bereavement Partnership for opening up another essential and free resource for people experiencing loss, grief and anxiety and who need to talk in these challenging times.”

Claire Baker, Creative Director at DRUM, says, “The support and comfort the National Bereavement Partnership and their volunteers are offering to those grieving or affected by Covid-19 is incredible and we’re very proud to work with them and help raise awareness of their services at this vital time.”

Also published in Campaign.