Sue Ryder: Back for a Moment

300+

pieces of coverage

1.9 million

views of online coverage

467k

views on social media

Sue Ryder: Back for a Moment

With 88% of people feeling alone in their grief, we created Sue Ryder’s Back for a Moment campaign to show that comfort can come from the smallest things – a sound, a scent, a keepsake. Fronted by ambassadors Lisa Riley and Lottie Tomlinson, the campaign raised awareness of Sue Ryder’s bereavement support services.

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The world we're solving for

Objective:

Drive awareness of Sue Ryder’s grief services by highlighting how small moments and objects can bring comfort to those who feel alone in their grief.

Concept:

We commissioned research to uncover the scale of loneliness in grief, then created candid films featuring Lisa and Lottie as they shared objects and sounds that remind them of loved ones who have died. Their honest reflections offered connection and hope to others experiencing loss.

Making it matter

Production:

We oversaw: Creative strategy and direction.

Celebrity briefing and shoot management with filming on a closed set to allow raw emotion to be felt without the talent feeling overwhelmed. Home-like settings to ensure authenticity. Edits were tailored for broadcast, social, and PR platforms to enhance target audience reach.

Output:

A series of intimate ambassador films. Content aligned with the Grief Deserves Better TVC. Social-first cuts to maximise reach and emotional connection.

Result:

By combining research-led insights with genuine storytelling, the campaign built public understanding of grief, showing people they are not alone and positioning Sue Ryder as a source of support.

A total 34.9m media reach including TV appearances on Good Morning Britain and Lorraine
300+ pieces of coverage across national, regional and online media, including The Standard, Yahoo, The Sun, BBC Radio 5 Live and Manchester Evening News
467,000 video views and 1,500 hours watched on social platforms within the first 60 days of the campaign
Triggered a significant spike in organic searches for the term ‘Sue Ryder’ after Lottie’s appearance on Lorraine, with a 29% increase in impressions, and a 42% increase in visits compared to the previous day.