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National Bereavement Partnership

COVID-19 Charity Launch Campaign

Using our creativity for good and deep in the midst of the COVID-19 crisis, DRUM conceived, created and produced an integrated advertising campaign in four weeks to launch and raise awareness of newly formed charity – The National Bereavement Partnership, COVID-19 Hub

The charity’s mission is to support people dealing with grief as a result of Covid-19.

Their helpline supports those who have lost loved ones to Covid-19, those who were unable to say goodbye properly or be near family due to lockdown, key workers such as NHS and community workers who have faced significant challenges as well as grief every day. The charity’s helpline is there to listen, support and provide information for anyone experiencing grief at this time.

In addition to developing the charity’s brand identity and positioning ‘Facing Grief Together’, we developed an integrated brand awareness campaign “When you can’t be there, We can be here” across Social, TV, Radio, Print & DOOH working closely with Omnicom Media Group UK media agencies to seize media opportunities.

Bringing our creative to life was a challenge given the production limitations due to lockdown.

The creative direction was an image lead treatment using stock photography. Our aim was to show a good representation of ‘real Britain’, and as far as possible make sure everything had an un-staged and un-polished feel.

The VO of the TVC and radio ads feature actor and presenter Alexander Armstrong, and this was, of course, recorded over a Zoom call in true lockdown style.

The team at Drum are very proud to work with the National Bereavement Partnership and help raise awareness of their vital services at this time. The work done to date has already had a positive impact and calls to helpline have increased significantly since the campaign went live.


NBP estimated a 50% lift in online chat and helpline calls as a result of the campaign.

TV activity reached 26% of all adults (14m) and the overall campaign reached an estimated 17m adults.


Creative Director

Claire Baker

Associate Creative Director

Mark Edwards

Senior Creative

Laura Clark

Account Director

Margherita Cinti

Senior Agency Producer

Erica Mahendren

Editing & Motion Graphics

Gabriel Lindsay