Following the success of the Grief Kind campaign, I helped Sue Ryder launch a wider integrated campaign across TV, press and social.

We set out to avoid charity clichés. No sweeping strings or polished family scenes – just reflections of grief as it’s really lived. For that reason, we were honoured to have Richard E. Grant lend his voice, having spoken so movingly about his own loss.

At Christmas, we introduced The Empty Chair: a powerful symbol of absence during a time of togetherness. The campaign ran in national press and across social.