We’re a nation of stiff upper lips. Great in a crisis, not so great with grief.

So with Sue Ryder, I helped create Grief Kind. An integrated campaign to help people support each other through loss.

We rewrote the rules on sympathy cards, adding honesty and practical tips. Built a full content ecosystem – email journeys, expert video classes, and a hit Spotify podcast. Then took it nationwide across TV, OOH and social.

The results? 200,000+ reached. 95,000 cards ordered. 22,000 podcast listens. Thousands accessing expert support. Three awards and counting.

But most powerful of all: Hundreds of messages from people who finally felt less alone.