Sue Ryder

Helping the nation to grieve

As a result of the pandemic, more people than ever before are grieving – and grieving without support. Exploring this more deeply, we found that people want to better support grieving loved ones. But they need the confidence and know-how to put their kindness into action.

We created a campaign to give them the tools to help: Grief Kind.

Bringing the campaign to life

We launched our campaign with a pack of four Grief Kind cards. These are sympathy cards with a difference. Honest, meaningful messages for different stages of grief, with beautiful designs from specially commissioned artists and illustrators. To help people provide longer-term support, we also included expert bereavement advice.

In addition to the cards, we developed an email journey and online video classes, full of tips and guidance from Sue Ryder experts. There is also a podcast, featuring interviews with celebrities. Grief Kind is promoted in outdoor and social media.

An overwhelming result

Since launching in 2021, Grief Kind has smashed all targets, helping over 200,000 people to date. Over 95,000 Grief Kind cards have been ordered. The Grief Kind podcast has over 22,000 listens. Grief Kind classes have over 12,000 views. There have been more than 77,000 unique landing page views, with people reading blogs and seeking further support from Sue Ryder’s bereavement experts.