Client: Child Bereavement UK

National charity that supports bereaved families and educates the professionals that work with them.

The Brief

To reach and engage a wider audience in an awareness-raising and fundraising campaign that would draw attention to the importance of bereavement support.

‘One More Minute’ is the centerpiece film of the campaign and ran as a one-minute TV advert and as a longer version on social media. The idea behind the campaign was to tap into a universal human truth - the longing that comes with losing a loved one - to help viewers to connect with the impact of bereavement.  The mix of bereaved families and bereaved celebrities answering one simple question: ‘What would you say if you could have one more minute?’ underscored the fact that bereavement affects us all.

The film drew worldwide media coverage, with 2.2 million views online and won ‘Charity Film of the Year 2019’ ahead of 400 others at the Charity Film Awards. The film was the highest scoring film in the history of the awards.  The campaign led to an increase in 78% of calls to the CBUK helpline and social media followers increased by 44%.